[LILY BROWN×PUMA] Special Collaboration Featuring 5 Items, Including an Exclusive "H-STREET" Model, Reinterpreting 2000s Girls' Culture <Pre-orders Start April 3rd (Fri)>
LILY BROWN announces a special collaboration with PUMA, featuring five items that reinterpret 2000s girls' culture, including an exclusive "H-STREET" model. Pre-orders begin April 3rd, with in-store sales starting April 17th and May 6th. A joint concept store, "WELLNESS STYLE LAB," will also be held at Lumine Shinjuku 2 and Hankyu Umeda Main Store.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 21:00
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 21, 2026 at 11:05 (474h 17m after Collected)
LILY BROWN, a women's brand developed by Mash Style Lab Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo / Representative Director and President: Hiroyuki Kondo), will begin accepting pre-orders for collaboration items with the global sports brand PUMA from 12:00 PM (noon) on Friday, April 3, 2026, on its official online store, the Mash Group official app "MASH STORE," and the EC department store "USAGI ONLINE." In-store sales for three apparel items and one bag will start on Friday, April 17, at directly managed stores nationwide, and the exclusive "H-STREET" model will be available from Wednesday, May 6. To commemorate the launch of the exclusive "H-STREET" model, a joint LIMITED CONCEPT STORE "WELLNESS STYLE LAB" will be held by the five MASH brands: SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, and emmi, at Lumine Shinjuku 2 and Hankyu Umeda Main Store.
Against the backdrop of 2000s girls' culture,
PUMA's archive essence is incorporated,
resulting in five items that combine sports functionality with a nostalgic feel.
The collaboration items include a sheer blouson and woven pants set-up with feminine frill details, a polo shirt expressing LILY BROWN's style with classical coloring, and a mini grip bag arranged from an archive model.
For shoes, an exclusive model based on PUMA's low-profile model "H-STREET" is available.
## Lineup
### [LILY BROWN×PUMA] H-STREET
Against the backdrop of 2000s girls' culture,
PUMA's archive essence is incorporated,
resulting in five items that combine sports functionality with a nostalgic feel.
The collaboration items include a sheer blouson and woven pants set-up with feminine frill details, a polo shirt expressing LILY BROWN's style with classical coloring, and a mini grip bag arranged from an archive model.
For shoes, an exclusive model based on PUMA's low-profile model "H-STREET" is available.
## Lineup
### [LILY BROWN×PUMA] H-STREET