Cider launches first Sanrio Hello Kitty and Friends collection

Cider unveiled its first-ever Sanrio co-brand capsule on September 17, 2026, bringing Hello Kitty, My Melody and Cinnamoroll into a new fashion collection now on sale online and in stores. The launch adds a major licensed collaboration to Cider’s lineup and includes retail activations in Los Angeles and San Jose.

Why it matters: - The collection gives Cider a high-profile cultural partnership with Sanrio and expands the brand’s licensing footprint. - The capsule ties Cider’s fashion model to Sanrio’s global fan base, which could help drive traffic, engagement and sales. - The collection is positioned around self-expression, a message that fits both brands’ audiences.

What happened: - Cider launched its first-ever co-brand capsule with Sanrio, called the Hello Kitty and Friends Collection, on September 17, 2026. - The drop is available at shopcider.com and on the Cider app. - The collection features Hello Kitty, My Melody and Cinnamoroll across Cider silhouettes. - Cider described the launch as a significant cultural partnership for the brand.

The details: - The assortment uses pastel pink, blue and light yellow alongside cream and navy colorways. - Product details include tees with patchwork Hello Kitty bows. - The line includes long sleeves and denim with real Hello Kitty and Friends photo prints. - The collection also includes scalloped-edge hoodie sets. - Cider designed the pieces in close collaboration with Sanrio. - Sanrio contributed character stories, relationships and key assets during the creative process. - The teams worked together to translate Sanrio character artwork across different techniques and materials. - Cider shared fabric samples with Sanrio for hand-feel and comfort testing. - The collection was built around the theme “Say it without saying it. From the heart.” - The design language combines Hello Kitty’s bow, Cider’s apple icon and expanded Hello Kitty and Friends prints. - Prices range from $9.90 to $99.90. - Sizes run from approximately XS to 4XL. - The line is available through Cider’s global direct-to-consumer channel, plus Cider stores in Los Angeles and San Jose. - Campaign assets and the linesheet are available here.

Between the lines: - The collaboration shows Cider leaning into fandom-driven retail as a way to turn brand affinity into conversion. - Sanrio’s involvement suggests the company wanted tighter creative control to protect character integrity while still widening the collection’s appeal. - The launch also reinforces Cider’s strategy of translating online culture and viral aesthetics into product.

What's next: - Cider will host immersive retail activations at The Grove and Westfield Valley Fair from September 18 to 20. - The activations will include co-branded store installations, photo moments and collectible giveaways. - Cider will continue selling the collection across its online and physical retail channels.

The bottom line: - Cider is using its first Sanrio collaboration to push further into licensed fashion, and the launch is built to resonate with both collectors and everyday shoppers.