In an unlikely and hugely surprising turn of events, Yohji Yamamoto is teaming up with Hello Kitty parent company Sanrio to launch a new brand called Kitty’s.
Team Yohji will be working across product development, production and branding, while Sanrio will handle character approval, store management and product sales. The brand will be primarily focussed on Japan and will include t-shirts, polo shirts, sweatshirts and jackets adorned with characters such as Hello Kitty and My Melody.