Yohji Yamamoto partners with Sanrio to launch new brand

Yohji Yamamoto partners with Sanrio to launch new brand

A new collaborative label called 'Kity's'

Yohji Yamamoto has partnered with Sanrio, the parent company to Hello Kitty, to launch new brand – Kity's – with two dedicated stores also in the works...

The award-winning fashion designer and master tailor, Yohji Yamamoto, is entering an unlikely partnership with Hello Kitty parent company Sanrio. The new collaboration will see the production of a new brand for the company – Kitty's – which will design various apparel such as t-shirts, polo shirts and baseball caps for the first wave of production with more accessories expected to be rolled out later on such as baseball caps, pouches and backpacks. 

Yamamoto and his team will oversee the design elements of the brand and product development and Sanrio company will take on the product sales and store management as well as have ultimate character approval for the company's well known characters such as Hello Kitty and My Melody.

Kitty's has two imminent store openings planned, one for March 25 in the Isetan department store in Tokyo's Shinjuku district, and the other for April 2 in a new shopping centre due to open in Osaka, where Kitty's will form one of the founding stores for the centre.