KIRSH from Korea 🍒 Launches New Products at Harajuku Flagship Store

KIRSH, developed by Hilight Brands Japan Inc. (Headquarters: Shibuya-ku, Tokyo; Joint Representatives: Sung Hoon Cho, Yushitoshi Komori), will launch the KIRSH × CHARMY KITTY collection at its TOKYO FLAGSHIP STORE in Harajuku starting May 29th (Friday). *The collection will also be available sequentially on the official KIRSH online store.

Focusing on the consumption culture of "self-expression" and individuality among Japan's Gen Z. This collaboration merges KIRSH's unique kitsch street mood with CHARMY KITTY. We propose a new style experience for Japanese customers. Furthermore, through this collaboration with Sanrio Co., Ltd.'s CHARMY KITTY, loved by a wide range of generations, we aim to expand customer touchpoints both domestically and internationally by leveraging CHARMY KITTY's global fandom.

The theme of this collection is "Urban Playground." It expresses a lifestyle of freely enjoying everyday urban life with one's own style.

The design incorporates motifs inspired by CHARMY KITTY, such as pink colors, ribbons, hearts, and pearl necklaces, fused with KIRSH's signature cherry symbol. Through big graphics, vintage washes, and loose silhouettes, the collection is finished with a Y2K and street mood.

Additionally, the lookbook expresses a free-spirited and positive lifestyle spent with CHARMY KITTY. The cool and fashionable world of KIRSH is created through pink colors and striking graphics.

A total of 17 items will be available. In addition to apparel such as hoodies, T-shirts, shirts, sleeveless tops, and sweatshirts, accessories like hats and tote bags will also be part of the lineup.

Main Items

① CHARMY KITTY Doll Charm Hood Zip-Up An item featuring a three-dimensional CHARMY KITTY and KIRSH's cherry motif charm as key points. It creates a statement style even when worn alone.

② CHARMY KITTY Loose Fit T-Shirt Made from vintage-processed fabric, this T-shirt features metallic graphics of CHARMY KITTY, hearts, and ribbons, expressed with reflective specifications that shine depending on the angle. The loose silhouette adds a street feel.

③ CHARMY KITTY Mini Shoulder Bag A user-friendly mini-sized shoulder bag. The CHARMY KITTY embroidery on the front serves as a cute accent.

🍒 Store Information Location: 1F, 4-27-6 Jingumae, Shibuya-ku, Tokyo Phone: 03-6434-5107 Business Hours: 11:00-20:00 Official Online Store: https://kirsh.jp/ Instagram: https://www.instagram.com/kirsh_jp_official/

"KIRSH" was born in 2015 with the slogan "Research and Creativity." It proposes a sensory style that reflects culture and trends, gaining recognition as a K-FASHION brand not only in Korea but throughout Asia.

Hilight Brands Inc. Overview Hilight Brands discovers brands that shine like jewels, accentuating their unique charms and values (DNA) before presenting them to the world as a global brand company from Korea, offering a diverse portfolio. Starting with the Korean launch of "Kodak Apparel" in 2020, they have developed a wide range of lifestyle brands including "MALBON GOLF," "DIADORA," "SIERRA DESIGNS," "DOD," "FRUIT OF THE LOOM," and "EVERAU." They are expanding their business across multifaceted categories beyond fashion, including sportswear, outdoor gear, camping apparel, and footwear. Furthermore, they are actively pursuing overseas expansion by launching brands like Kodak Apparel in major Asian countries such as Japan, China, Taiwan, Hong Kong, and Macau. In May 2023, "Hilight Brands Japan Inc." was established in Shibuya-ku, Tokyo, to promote full-scale business expansion in the Japanese market.

Company Name: Hilight Brands Inc. Location: PDC building A, 8F, 242, Pangyo-ro, Bundang-gu, Seongnam-si, Gyeonggi, Korea Representative: Jung Kwon Lee URL: Hilight Brands – 하이라이트브랜즈 Hilight Brands Japan Inc. 1-2-9-202 Jingumae, Shibuya-ku, Tokyo Joint Representatives: Sung Hoon Cho, Yushitoshi Komori