Fashion label launches Hello Kitty collection

Local fashion label Ruby is launching a limited-edition collection of Hello Kitty-licenced products, including t-shirts, sweatshirts, oversized hoodies and activewear.

The collection, Ruby x Hello Kitty, will be available in stores and online from August 16, and is expected to take the brand’s customers on a trip down memory lane.

“This collection with Sanrio has been so exciting,” said Deanna Didovich, Ruby’s creative director, said in a statement.

“Growing up I collected anything Hello Kitty! There’s no doubt Ruby x Hello Kitty will be one to remember,” she said.

The collection also includes several non-licenced products, including a satin skirt and bomber jacket set designed to be mixed and matched with the streetwear pieces, as well as a denim jacket and mini-skirt.


The Hello Kitty activewear set is made from econyl fibre, which is nylon that is 100 per cent regenerated from recovered fishnets and nylon waste. This helps to reduce the global warming impact of nylon by up to 80 per cent.

Ruby and its sister label, Liam, are increasingly incorporating sustainable materials into their collections.

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