Sanrio has teamed up with fashion hosiery specialist Pretty Polly for the launch of a new Hello Kitty collection.
Pretty Polly - which is well known for its high profile partnerships and celebrity following - will now create a fashion focused Hello Kitty hosiery and sock line.
The deal further adds to the 'Best of British' initiative which sees Hello Kitty support British design and manufacturing.
"We are really pleased to be working with such an established brand in hosiery and, of course, supporting British manufacturing and no doubt the partnership with Pretty Polly will see fashionistas across the UK wearing Hello Kitty hosiery in 2014," said Libby Grant, director of Fluid World.
Jane Gwyther, legwear sales and marketing director for Pretty Polly, added: "We are delighted to be working with Hello Kitty, as it fits with our fun and fashionable brand attitude.
"We are playing on the 'happy' trend in fashion right now where there is a nostalgic reference to character friends from childhood. We have taken this and given Hello Kitty an adult twist which will be great for the spring festival season and beyond."