The Rise of Labubu: From Storybook to Streetwear Sensation

Labubu’s journey from illustrated character to viral fashion accessory is one of the more unexpected success stories in contemporary collecting. First created in 2015 by Hong Kong-born artist Kasing Lung for a children’s book series, Labubu was originally a mischievous and wide-eyed character in a surreal fantasy world. In 2019, a collaboration with collectible toy brand POP MART brought the figure into three-dimensional form, and into the hands of collectors worldwide.

Today, Labubu figures are a feature at OG Kicks. The store currently stocks the Big Into Energy Labubu, the pastel-toned Macaron Labubu, and the seated Take a Seat Labubu. These figures have proven extremely popular, with the rare Big Into Energy version often selling out first. Positioned in the window of the Carnaby Street store, they frequently catch the eye of passers-by, many of whom come straight in to ask about them.

A key part of Labubu’s appeal lies in its blind-box format. When purchasing, buyers do not know which colour variation they will receive. This element of surprise has helped drive a strong collecting culture around the figures, with some individuals purchasing multiple boxes in search of a specific edition. As with sneakers, rarity and variation increase desirability, and in the resale market, certain Labubus now fetch hundreds or even thousands of pounds.

Labubu’s rise also speaks to wider shifts in fashion and nostalgia. Plush toys have made appearances across global runways, from Simone Rocha in London to Coach in New York. Labubu, with its big grin and googly eyes, has become a favourite bag charm among high-end fashion fans. Celebrities including Central Cee, Olivia Attwood and Rihanna have been seen carrying them, adding to the character’s cult status.

At OG Kicks, Labubu sits comfortably alongside limited-edition sneakers and streetwear. It reflects the same cultural values: scarcity, personal identity and playful expression. For many customers, the figures offer something different, a chance to collect, display or wear a piece that feels both personal and current.

As interest in designer toys and collectible culture continues to grow, Labubu has carved out a space that feels entirely its own. It is no longer just a toy, but a cultural object with real staying power.