One word sums up Levi’s new collaboration with Hello Kitty: cute. To mark Hello Kitty’s 45th anniversary, Levi’s partnered with the Sanrio character for a women’s and girls’ collection of streetwear-inspired denim, tees and hoodies.
Hello Kitty, the fictional bow-obsessed feline character, has been part of women’s and girls’ wardrobes for decades. “The partnership is a natural fit for two iconic cultural touchstones beloved by generations and considered a mainstay of cool,” Levi’s stated on its website.
The collection combines signature Hello Kitty artwork with special details like engraved rivets and Hello Kitty red back patches. Women’s styles span printed baggy overalls and an oversized Trucker jacket with Hello Kitty patches, to graphic ringer tees and totes. Meanwhile, the girls’ line serves co-branded T-shirts, perfect for the back-to-school season. The collaboration is available at Levi’s and Sanrio physical and online stores.
Both Levi’s and Hello Kitty are lifestyle brands with a cultural impact. “Our limited-edition collection merges Hello Kitty’s iconic imagery with Levi’s signature styles, offering a super cute twist on their classics,” said Jill Koch, Sanrio Inc. senior VP of sales and business development. “We are excited to partner with Levi’s on this coveted collaboration and to celebrate Hello Kitty’s 45th Anniversary in style.”
The partnership with Levi’s is just one way Sanrio is marking Hello Kitty’s milestone. This summer the Japanese company staged a Hello Kitty 45th Anniversary Group show in downtown Los Angeles, exhibiting Hello Kitty-inspired artwork created by 100 artists. Hello Kitty also has 45th anniversary collaborations on tap with Herschel Supply & Co. and the skate brand, Girl.