GROCERY celebrates Hello Kitty 50th anniversary with new collection

The GROCERY Hello Kitty collaboration has dropped!

As part of the brand’s push for putting its own spin on timeless IPs for the Hong Kong market, Grocery has been busy in 2024, not only building up local entities but putting together some playful partnerships with international names.

Coming off last year’s playful “Donald Duck” capsule that celebrated the Star Ferry’s 125th anniversary, this new collection is timed for the Sanrio character’s 50th anniversary.

One of Hong Kong’s emerging brands that was born in 2018, GROCERY has made a name for itself its signature cuts, and themes that reference sports, vintage, and military garb.

Composed of 16 special edition products, this capsule sees items like a 15cm Hello Kitty Plush, a heart-shaped keychain, a rig, and a tote bag. Apparel arrives as graphic tees with illustrations by Okokume, Peep Projects, Afa Lee, and Adam Lister. Jumping in on the capsule is also Hong Kong’s CASETiFY with charging cables, phone cases, portable chargers, and phone stands.

Those interested can find the collaborative Hello Kitty collection from GROCERY over at the brand’s website. The collaboration collection with CASETiFY will be available exclusively on the CASETiFY website on October 3, at 4 PM HKT.

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