Last year, Sanrio, the character's parent company, launched a project to get more Hello Kitty products made for men – on the occasion of Hello Kitty's 40th anniversary and just a month, incidentally, after announcing that she is not actually a kitty at all, but "a cheerful and happy little girl with a heart of gold."
An event at Hankyu Men's Tokyo, produced by Pen, marked the launch and featured designs by Nendo, among other designers.
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