#Japan #Tokyo #PUMA #LILY BROWN #H-STREET

LILY BROWN and PUMA Collaboration: A Nod to 2000s Culture

In an exciting union of fashion and function, women’s brand LILY BROWN, part of Mash Style Lab, and global sports brand PUMA are set to unveil a special collaboration that brings back the 2000s girls' culture. This vibrant collection, featuring a total of five unique pieces including the much-anticipated H-STREET model, will be available for pre-order starting April 3, 2026, at 12:00 PM on official online platforms such as the LILY BROWN online store, the MASH STORE app, and USAGI ONLINE. For fashion enthusiasts eager to experience the collection in-store, the pieces will be released in direct shops from April 17, 2026, with the H-STREET model rolling out on May 6, 2026.

To commemorate this collaboration, a limited concept store titled “WELLNESS STYLE LAB” will showcase the offerings from LILY BROWN along with four other brands: SNIDEL, FRAY I.D, Mila Owen, and emmi. This temporary store will be hosted at Lumine Shinjuku 2 and Hankyu Umeda Main Store, making it a must-visit for anyone looking to indulge in this unique blend of sportswear and contemporary fashion.

Collection Highlights

1. H-STREET Shoes

- Price: ¥13,200
- Color: SAX
- Sizes: 22.5 to 25.0

The H-STREET shoes are inspired by the classic running spikes from the 2000s, particularly the PUMA Harambe. LILY BROWN puts a fresh twist on its design by incorporating satin uppers reminiscent of ballet flats, mixed with a contrasting matte suede for a street-ready look. The standout burgundy insoles with zig-zag stitch details underline LILY BROWN's playful designs.

The lightweight EVA midsole ensures comfort, making these shoes not only stylish but also practical for daily wear. This model seamlessly fuses the heritage of competitive running with contemporary street style, creating an iconic footwear experience.

2. Mini Grip Bag

- Price: ¥9,350
- Colors: SAX, LIME

This nostalgic mini bag takes cues from late '90s to early 2000s design, crafted with glossy enamel leather and LILY BROWN's unique color palette. Its compact size can accommodate daily essentials, making it an ideal accessory for on-the-go fashionistas.

3. Sheer Frill Blouson

- Price: ¥15,950
- Colors: SAX, CGRY
- Size: Free

A fusion of sporty and elegant, the Sheer Frill Blouson features asymmetrical frill details and a gentle silhouette that adds femininity to edgy designs. The cat logo on the chest provides a cute touch, accentuating its playful style.

4. Sheer Pants

- Price: ¥14,300
- Colors: SAX, CGRY
- Size: Free

These sheer woven pants are designed for a sporty yet stylish daily wear. The unique front switching adds height and style. The bottom toggle allows for easy silhouette customization, perfect for active lifestyles.

5. Ribbed Polo Shirt

- Price: ¥8,800
- Colors: IVR, SAX
- Size: Free

With sharp collar lines, the Ribbed Polo Shirt offers an intelligent and stylish appearance. Made with breathable, stretchy ribbed cotton, it ensures maximum comfort even in warm conditions, complemented by an embroidered logo for that extra flair.

Wellness Style Lab Event

To further celebrate the H-STREET model’s launch, the WELLNESS STYLE LAB will host a series of events designed to provide fans with exclusive access to customizing their purchases. Attendees can mix and match styles like the H-STREET sneakers with unique accessories.

Event Details

• - Dates:

- Lumine Shinjuku 2: April 13 – April 19, 2026
- Hankyu Umeda Main Store: April 29 – May 5, 2026

• - Hours: 11:00 AM – 9:00 PM (Shinjuku), 10:00 AM – 8:00 PM (Umeda)

In addition to the new collection, limited items exclusive to this concept store will be available to enhance your wardrobe with a touch of both brands’ unique styles.

This collaboration between LILY BROWN and PUMA not only revives the spirit of the 2000s but also embodies a perfect blend of nostalgia and contemporary flair that resonates with the modern consumer. It's not just a fashion statement; it's a celebration of an era and an invitation to create cherished memories through style.