Sanrio has secured a new partnership with the lifestyle fashion brand, Lazy Oaf to launch a new Hello Kitty collection for 2017.
The range will feature denim skirts and jackets, dresses, oversized t-shirt and shirts, hoodies, jeans and a line of accessories.
The collection – featuring the iconic Hello Kitty character – will be available in stores from June 15th this year.
“We love the juxtaposition of good and bad, uniting wholesome apple-pie loving Hello Kitty with Lazy Oaf’s warped sense of humour,” said Gemma Shiel, Lazy Oaf founder and head designer.
“I enjoyed the challenge of doing something unexpected with this collection, turning to primary colours, connecting with the nostalgic elements of Hello Kitty and referencing the continuing influence of Japanese pop-culture on our design process.”
Sabrina Segalov, licensing manager, Sanrio, added: “As huge fans of Lazy Oaf we are very excited for the range to launch this summer.”