INDIA — In a major step to solidify expansion plans in the Indian market, global pop culture icon Hello Kitty has joined forces with péro, one of India’s most celebrated fashion labels. The two brands have come together to launch the exclusive ‘péro x Hello Kitty’ apparel collection. Facilitated by Dream Theatre, India’s leading licensing company and agent for Sanrio, this exclusive collaboration marks a significant milestone in broadening Hello Kitty’s growing presence within India.

Set to debut in Spring-Summer 2025, the péro x Hello Kitty collection takes a fashion label synonymous with enchanting designs, and molds it with Hello Kitty’s much loved iconic aesthetics. Showcasing an exquisite range of dresses, shirts, shorts, trousers and jackets, the clothing lineup will mainly feature stunning offerings for women, with select options for men and children too. The collection’s textiles will be sourced from every corner of the country, right from the iconic stripes of Chanderi to the taffeta silks of southern India.

Designed around the concept of ‘Cottage Core Kawaii,’ each product from péro x Hello Kitty blends the colorful charm of Hello Kitty with the sublime designs woven by péro. The fashion label’s signature offerings boast of minimal brilliance as well as maximal beauty, and the brand’s partnership with Hello Kitty elevates its acclaimed designs on a wider platform.

Sanrio’s latest collaboration comes at a pivotal moment for the company. With global retail sales clocking a solid $3.8 billion USD back in 2022, Sanrio has seen a substantial 34.21% growth in 2023, touching a mammoth $5.1 billion USD. This robust trend is projected to continue into 2024 too, as Sanrio focuses on expanding in key categories such as apparel, a segment that accounts for 55% of the licensed consumer product market as a whole. The brand is also expected to accelerate its presence in accessories and footwear, a segment that occupies 33% of the market share.

“We see immense potential in the Indian market and are excited about building stronger connections with Indian consumers. India’s rich history and vibrant culture provide the perfect foundation for Sanrio’s brands to thrive. We look forward to achieving this growth by collaborating with exceptional partners like péro,” said Kiyoshi Saito, Managing Director of Sanrio Company, Ltd.

Talking about Hello Kitty’s grand collaboration with péro, Silvia Figini, COO Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, said, “Sanrio partners exclusively with brands that share our core values of friendship and kindness. We are thrilled to partner with péro on one of our first collaborations in India, as they truly understand the essence of the Hello Kitty brand and its universe.”

Sharing her thoughts on the collaboration, Aneeth Arora, Founder and Creative Director, péro, said, “I am so happy to celebrate péro’s 15th anniversary with this special collaboration with Sanrio on the occasion of Hello Kitty’s 50th anniversary. Together, péro and Hello Kitty will embark on a once-in-a-lifetime journey discovering all the nicest and most joyful things–big and small with our collaboration péro x Hello Kitty. This collection is a celebration of our collective childhood nostalgia that is reinterpreted in our own whimsical style–a mix of exquisite Indian craftsmanship with the playfulness of Japanese Harajuku Street style.”

The collection showcases péro’s distinct craftsmanship to Kawaii fans spread across the map. The flagship collection will be available in 350 péro outlets in 17 countries, including the United States, France, Italy and more. In India, 30 leading stores such as OGAAN, Good Earth, Le Mill, Hot Pink, The House of Things among others will house the collection.

Hello Kitty’s latest collaboration with péro diversifies its reach to another niche in the market. With more partnerships and initiatives planned for 2025, Hello Kitty is set to become a key player in the Indian fashion industry, one collaboration at a time.

About Hello Kitty
Hello Kitty was born in 1974. Throughout the years she has become one of the most unique and interesting pop characters ever created, the symbol of the kawaii (cute) Japanese tradition and a worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds as well as an inspiration to artists and designers. Thanks to her brand values – happiness and kindness, inclusivity and simplicity – Hello Kitty is today one of the coolest lifestyle brands, joining forces with the most respected Companies in every possible category…as Hello Kitty says, you can never have too many friends! In fact, she is a global and established phenomenon with branded items available in 130 countries.

About Sanrio
Sanrio is the global lifestyle brand best known for Hello Kitty who was created in 1974, and home to many other beloved character brands such as My Melody, Kuromi, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Bad Badtz-Maru and Kerokerokeroppi. Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio’s business extends into the entertainment industry with several content series, gaming offerings and theme parks. Sanrio boasts an extensive product lineup which is available in over 130 countries.　Sanrio hopes to bring smiles to everyone’s faces with their vision of “One World, Connecting Smiles.” To learn more about Sanrio, please visit https://www.sanrio.eu and follow　on YouTube, TikTok, Instagram, Facebook, and X.

About péro | Website
Launched in 2009, péro – which means “to wear” in Marwari, a dialect of Rajasthan: draws from the age-old crafts from across the world to create its own unique voice and place. Headquartered in New Delhi, India, péro makes garments for men, women, and children (chota péro or little péro) and home furnishings. The design vocabulary of the brand is lavishly simple and staggeringly complex-quietly transcending boundaries between genders, ages, time, and geographies. Relatable and awkward, unexpected and handmade, péro leans into a mosaic of childhood nostalgia and above all – love. The love for craft, especially textiles, remains a cornerstone for the brand that retails in 35 countries through 350 stores.