In 2017 April, Ethan and Hila announced a strategic shift in priorities, steering away from its flagship H3h3ProductionsYouTube channel to concentrate on more consistently lucrative ventures, as the channel experienced an 80% reduction in revenue in 2017 due to the Youtube "Adpocalypse" phenomenon. Reflecting on this setback, Hila noted, "That was a bit of a wake-up call for us, emphasizing the importance of not having all our eggs in one basket and the need for diversification."[6][4]Ethan and Hila Klein launched the Teddy Fresh apparel range in October 2017.[3][7]
The brand's name serves as a homage to their shared affection for the name Theodore, or Teddy, which not only represents their first-born son but also serves as endearing nicknames for each other. “We’ve always just loved it. We kind of thought about a cool teddy bear,” she said. “We just said Teddy Fresh.”[7]
Teddy Fresh products are designed to be “colorful and playful” and are inspired by kids clothing and ‘90s fashion.[7] The apparel is known for featuring pastel and color-block patterns,[8][9][10] and products include t-shirts, hoodies, sweaters, and jackets,[8] for men and for women.[11] The brand uses materials such as denim, jacquard, angora wool, and suededfleece.[12]
In October 2021, Teddy Fresh worked closely with Japanese artist Yurie Sekiya to translate her unique and accomplished style to the Teddy Fresh clothing creating wearable art.[17] Sekiya brings her own interpretation of “kawaii culture,” inspired by manga, cartoons, toys, and her everyday experiences.[17]
On November 13, 2021, Teddy Fresh hosted a pop-up event in Los Angeles[18] featuring the brand’s November 2021 collection— a collaboration with the Looney Tunes brand.[3][7]
In February 2022, Teddy Fresh announced a new collaboration with singer Elton John[19] called Teddy Fresh x Elton John which was “inspired by the way John has revolutionized music and broken boundaries and by his outlandish style and lust for life.” It features "sequins…intricate patchwork and vibrant fabrics that convey Elton’s luxurious and regal taste for fashion and life.”[20]
In 2020, co-founder Ethan Klein, accused YouTuber James Charles of copying the color palette and color-block design of Teddy Fresh's most popular hoodie for his Sisters Apparel merchandise.
Charles denied that the design had been copied, responding that he had never seen the Teddy Fresh design.[23][24][25]
Gary Kennedy
On November 2021, a Reddit user noticed that a piece of art featured on the brand's "Gone But Not Forgotten" sweater design was plagiarized, with the original found in a 1990 book of knitting patterns authored by Gary Kennedy. The jumper in question featured vintage-style artwork of a dinosaur in front of a volcano with texts such as "Gone But Not Forgotten", "Teddy Fresh", and "Smiling Down Upon Us". Following this revelation, the controversy deepened as Ethan Klein, co-founder of Teddy Fresh, addressed a similar issue on the H3TV show. Ethan candidly admitted that the design was copied from a 1955 knitting book, offering explanations about the company's oversight and expressing a commitment to rectify the situation ethically. He disclosed efforts to locate the original creator or their relatives for proper compensation and affirmed their decision to withhold sales until resolution. Despite potential legal avenues, Ethan emphasized a desire to avoid selling the sweater without establishing contact with the original designer. Throughout this ordeal, Ethan declined to reveal the name of the designer responsible, acknowledging a shared responsibility due to the oversight on Teddy Fresh's part.[2] They did eventually get in contact with the designer and managed to license the image design.
