BROKEN PLANET'S SECOND CHARACTER DROPS SUNDAY

The Teddy Capsule dropping Sunday June 28th at 8pm UK time is not a seasonal theme; it is a franchise announcement. Broken Planet is building a cast of characters, and Teddy is the second one. Broken Planet has described every drop as part of a universe they are building. Teddy is the second named resident of that universe. A character is an IP asset. It comes back. ## Star Girl Was Trademarked in 2024. Teddy Is the Sequel. Lukas Žvikas and Indrė Narbutaitė filed a trademark for "Star Girl" in September 2024. A trademark is not a creative flourish; it is an IP declaration. Star Girl shaped the brand's womenswear vocabulary, with Indrė embodying the character across the Falling Stars, All The Stars, and All The Stars 2 drops. Three separate capsules anchored by one recurring figure. Teddy is the second character entering that framework, arriving with a name and a bear motif and the full weight of a brand with 300,000 active buyers behind it. ## June 28th. 8pm. Twelve Images Into One New Character. Broken Planet drops run on Sunday nights at 8pm GMT. The timing is deliberate: weekend momentum is still alive, the UK audience is home, and the window before Monday creates urgency without chaos. For the [Outer Space drop earlier this year](/quick/broken-planet-market-outer-space-drop-sunday-may-2026-c6f4b1e9), the brand used a single video and one line of copy to move inventory. The Teddy Capsule launch materials are more substantial: 12 images and a video, which is Broken Planet's version of a press kit. Introducing a new character to an existing universe warrants more visual context than a recolor. ## The Founders Said "Universe" in 2022 In a September 2022 Hypebeast interview, Lukas and Indrė were specific about their frame: "It is not just streetwear, it is an entire little world. A whole universe we are creating with every single drop." That was four years and many drops ago. The rollout since has made good on the language. Space Trails, Falling Stars, Outer Space, and the [summer drop with no price detail](/quick/broken-planet-summer-fits-sorted-london-streetwear-2026-bp7k4mx) each added vocabulary to the same world. Star Girl gave that world a named resident. Teddy makes that resident one of many. This is the comparison that actually holds against KAWS and his Companion figure. Not the gallery market or the auction prices; the structural logic. KAWS built the Companion into recognizable IP by repeating it across media: canvas toy, plush, mural, sculpture, 100 foot balloon in Hong Kong Harbour. Each reappearance deepened the recognition equity. Broken Planet is running a version of that logic through apparel. Teddy does not need a standalone product to establish itself. It appears on hoodies, builds visual identity across a capsule run, and returns. ## £80. Into a Franchise That Is Naming Its Characters. The price tier at Broken Planet reflects construction that is well made for what it costs: heavyweight cotton, oversized silhouette, minimal hardware, pieces that hold past the first season. Jude Bellingham, AJ Tracey, SZA, and Maya Jama have all been photographed in Broken Planet without a paid partnership in place. The product earns the placement. What the Teddy Capsule adds is a secondary market variable that prior drops have not introduced in the same way. First run pieces from a debut character carry a different collector profile than a theme recolor. If Teddy follows the Star Girl precedent and returns across multiple capsules, the June 28th drop becomes chapter one. Buyers tracking the archive will note the timing. Resale platforms will note the sell through speed. ## 300,000 Customers Already Know What to Do. Broken Planet crossed £50 million in annual revenue on a direct to consumer model with no retail partners and almost no paid media. Drops sell out in hours. The Teddy Capsule does not need external validation to move. The brand's own channels are the distribution, and the community built around Sunday 8pm drops is conditioned to act fast. The more interesting question is what Teddy becomes after Sunday. Star Girl anchored three collections in under two years. A second character following that trajectory would mean Broken Planet is running something that functions less like a drop cycle and more like serialized creative IP. That is a different business than the one Lukas and Indrė started in 2020, and a considerably more durable one. June 28th at 8pm is the origin point. The rest plays out in the drops after it.