RUBY, in its spirited charm joins forces with Hello Kitty, the lovable character and global icon. Proving the power of dynamic duos, RUBY Creative Director Deanna Didovich believes the best things in life are better in twos. “Who better to collaborate with than Hello Kitty?” she says, “This collection with Sanrio has been so exciting; Growing up I collected anything Hello Kitty! There’s no doubt RUBY x Hello Kitty will be one to remember.”

Mixing Hello Kitty’s retro origin with RUBY’s street-wear influence, RUBY x Hello Kitty brings an upbeat, undiluted cool. Playfully graphic and vibrant, and limited edition, this is the magic of two forces creating something iconic. “RUBY is a perfect fit for Hello Kitty, another great connection to Hello Kitty’s global network of friends! It has been such a pleasure to work with RUBY and see their take on Hello Kitty,” says Alastair McHarrie, Licensing Director at Sanrio.

Defined by black and white, and accented with pink and lime, this collection reinterprets vibrant graphics with a compelling confidence. Oversized hoodies, textured sweatshirts and printed t-shirts: these elevated basics are must-haves for any die-hard fan. Designed for days on-the-go, the black activewear set is a planet-conscious ensemble. Made from the ECONYL® fibre, a nylon that is 100% regenerated from recovered fishnets and nylon waste, through a process that helps to reduce the global warming impact of nylon by up to 80%. Hit the ground running in these pieces, best accessorised with the neon glitter phone case, two-tone bucket hat or pink satin tote. Either way, this wardrobe is ready for any adventure ahead.