Footwear and accessories brand anothersole has launched of its ‘Forever Hello Kitty’ Collection, which spotlights Sanrio’s iconic character, Hello Kitty.

The ‘Forever Hello Kitty’ Collection features new designs for anothersole’s star products, including its popular 247 sneakers, Anytime flats, sandals, and the chic ANEW Mini Bag.

The products all include distinct Hello Kitty design elements, incorporating her signature bow and using colours like cream, pastel pink, and bright red in line with her colour scheme.

Most notably, the Anytime flats use satin shoelaces and an illustration of Hello Kitty peeking out to really highlight the Hello Kitty character.

This unique partnership is a fusion of the timeless character and contemporary fashion, and acts as a thoughtful love letter to those seeking adult-appropriate, comfort-focused fashion pieces, infused with the enduring charm of Hello Kitty.

“The ‘Forever Hello Kitty’ Collection pays homage to Hello Kitty fans who have grown up with a special place in their hearts for this beloved character,” said Benny Chee, founder of anothersole.

“We’re honoured to have Hello Kitty as the inaugural brand licence under anothersole, and to have such an iconic campaign marks the brand’s first-ever collaboration with Sanrio.”

The products can be found in-store as well as online, with each item carefully designed to highlight the cute, sweet aesthetic of Hello Kitty, while still remaining classic, comfortable, and compatible with everyday wear.

In addition, the store will be decorated with Hello Kitty-themed visual merchandising displays, striking Hello Kitty decals, adorable floor graphics, and charming ‘Forever Hello Kitty’ messaging.

anothersole is also introducing a custom Instagram filter that incorporates design elements from the “Forever Hello Kitty” collection.

This innovative tool aims to amplify brand awareness by engaging followers and encouraging them to share their unique, brand-inspired content — in a way, the filter ultimately works as an invitation to join the ‘Forever Hello Kitty’ community.

Following its recent Malaysian brick-and-mortar launch at The Exchange TRX’s Japanese luxury department store, Seibu, in late 2023, the exclusive line marks a major collaboration milestone for the brand. For more information — and to peruse or purchase the “Forever Hello Kitty ” collection — visit


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