Haven, Blackmilk and Sanrio Collab to Say ‘Hello Tokyo’!

October 2, 2019
2 min read

Renowned for their bold prints, distinctive styles and high-quality comfortable stretch fabrics, BlackMilk Clothing has built their reputation as a leading fashion brand with a significant (and fiercely loyal!) customer following. This time around, they’ve brought their distinctive style to much-loved Sanrio characters including Hello Kitty, Cinnamoroll and Gudetama in a creative mish-mash of patterns, colours and styles.

Hello Kitty

The ‘Hello Tokyo’ collection embodies the sweet, youthful and lovable nature of Sanrio’s characters, with a pastel colour palette and cute prints splashed over short overalls, skater dresses, shooters and more. The BlackMilk team designed each garment specifically to juxtapose against the rest of the items in the collection, to create a Japanese street style inspired collection, taking cues from the vibrant and erratic streets of downtown Tokyo.

But the influence didn’t stop there. The BlackMilk team flew over to Tokyo to shoot the entire campaign with local models, and feature some iconic Tokyo locations within their lookbook.

“We’re always thrilled with the creativity and direction of the BlackMilk team, and were once again blown away!” said Yvonne King, Director of Haven Global. “It’s always exciting to work with Australian labels such as BlackMilk who truly understand a brand, and think outside the box to ensure the DNA of the characters – as well as their own brand – truly shines. The Sanrio x BlackMilk ‘Hello Tokyo’ collection is a true testament to what fashion collaborations can be.”

BlackMilk Clothing founder and head designer, James Lillis, was particularly excited to see these beloved characters come to life. “This is our first time producing a collection with Sanrio, but it’s no doubt a perfect fit for BlackMilk,” he added. “We have worked with Haven Global previously on our Sesame Street and Rick and Morty collaborations, so we knew we would have a great amount of support and guidance throughout the entire process.”

The Sanrio x BlackMilk ‘Hello Tokyo’ collection will be available to purchase online for a limited time via the BlackMilk Clothing website from 7am (AEST) Tuesday 8 October. Check out the lookbook now here.


For more information, images, or interview requests, contact press [@] blackmilkclothing.com

For Sanrio licensing enquiries, contact Diana Markezic at Haven Global at diana [@] havenglobal.com