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A Cute Twist on Levi’s® Classics

For nearly half a century, Hello Kitty® has occupied an important place in pop culture. Not only is she one of the world’s most beloved characters, she is also an ironic, nostalgic, and an unabashedly cool cultural icon. Which is why, to celebrate her 45th anniversary, Levi’s® has joined forces with parent company Sanrio to create a limited-edition Levi’s® x Hello Kitty® collection for women and girls. “Hello Kitty® x Levi’s®? I think we’re going to need another word for cute,” says Jonathan Cheung, SVP of Design Innovation at Levi’s®.

Designed with a streetwear aesthetic in mind, the collection features a range of tees, tops, hoodies, and denim, all loaded with art of the wildly popular Japanese character. Some of the key pieces include the Levi’s® Baggy Overalls with an all-over Hello Kitty® print, the oversized Dad Trucker with Hello Kitty® patches, and the Unbasic Hoodie with Hello Kitty® and her pals hanging out on top of the classic Levi’s® Batwing logo. Added to that are special edition sundries, such as Hello Kitty® engraved red rivets and our iconic Levi’s® back patches in Hello Kitty® red leather.

With Levi’s® and Hello Kitty®, it’s two iconic cultural touchstones that pack a big emotional punch. There is nostalgia, and there is deep personal connection. Which makes it the perfect partnership. Two familiar favorites that join forces to create something entirely new.

“Hello Kitty® and Levi’s® are both global lifestyle brands with impact on culture and fashion,” said Maureen Bergmueller, Sr. Vice President of Marketing and Brand Management at Sanrio, Inc. “Our limited-edition collection merges Hello Kitty’s® iconic imagery with Levi’s® signature styles, offering a super cute twist on their classics.  We are excited to partner with Levi’s® on this coveted collaboration and to celebrate Hello Kitty’s® 45th Anniversary in style.”

The Levi’s® x Hello Kitty® collection launches August 1st and will be available at all Levi’s® stores, as well as Sanrio.com and select Sanrio stores.