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Hello Kitty and Lazy Oaf team for new fashion line

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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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