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.

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The anti-fashion hero teamed up with parfumier Olivier Pescheux to create the set of fragrances which reflect Yamamoto’s bold and minimalist aesthetic.

Yohji Homme (the brand’s first fragrance for men) is a personal favourite using cardamom, bergamot and coffee notes with a hint of rum, cedarwood and leather. The campaign stars Tony Ward as in a journey of adventure as the Yamamoto modern-nomad and citizen of the world.

The fragrances are available at Selfridges and other prestige retailers in UK, France, Germany, Russia, Ukraine and Japan from £45.

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The Y-3 UK flagship store is at 53 Conduit Street, Mayfair, London, W1S 2YY. Doors open from 6pm- 10pm, Thursday 8th September 2011.

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