[LILY BROWN×PUMA] Special Collaboration Featuring 5 Items, Including an Exclusive "H-STREET" Model, Reinterpreting 2000s Girls' Culture <Pre-orders Begin April 3rd (Fri)>

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 (noon) on Friday, April 3, 2026, on its official online store, the Mash Group's official app "MASH STORE," and the EC department store "USAGI ONLINE." Sales of three apparel items and one bag item will start at directly managed stores nationwide from Friday, April 17, and sales of the exclusive "H-STREET" model will begin from Wednesday, May 6. Furthermore, to commemorate the launch of the exclusive "H-STREET" model, a joint LIMITED CONCEPT STORE "WELLNESS STYLE LAB" by MASH's five brands—SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, and emmi—will be held at Lumine Shinjuku 2 and Hankyu Umeda Main Store.

Based on 2000s girls' culture, incorporating PUMA's archive essence, a total of 5 items combining sports functionality with a nostalgic look will appear.

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" has been prepared.

Lineup

【LILY BROWN×PUMA】H-STREET Price: ¥13,200 Color: SAX Sizes: 22.5, 23.0, 23.5, 24.0, 24.5, 25.0

H-STREET, a design inspired by Puma Harambee, a running spike symbolizing the 2000s. LILY BROWN adopted a satin upper, inspired by ballet shoes. It creates a contrast with matte suede, bringing it to the street. It features playful LILY BROWN designs such as an eye-catching bordeaux insole and intricate zigzag stitching. The shoelaces can be threaded through the heel loop and wrapped around the ankle, or replaced with a short type and tied to form two bows, allowing for cute arrangements.

It features a highly cushioned EVA midsole and lightweight upper material, providing a light and comfortable fit. It is a timeless iconic pair that fuses sprint tradition with street DNA.

【LILY BROWN×PUMA】Mini Grip Bag Price: ￥9,350 Colors: SAX, LIME

This bag revives an archive model produced from the late 90s to early 2000s, fusing LILY BROWN's modern sensibility with a vintage-like atmosphere. It is revived with patent leather and original colors, combining nostalgia with freshness. Despite its compact size, its wide gusset offers more storage than it appears, making it a perfect item for daily use.

【LILY BROWN×PUMA】Sheer Frill Blouson Price: ￥15,950 Colors: SAX, CGRY Size: Free

A sheer blouson that achieves a sporty yet adult-girly look. A playful design with asymmetrical frills. The rounded silhouette adds femininity to the edgy design. The cat logo on the chest is an accent.

【LILY BROWN×PUMA】Sheer Pants Price: ￥14,300 Colors: SAX, CGRY Size: Free

Sporty pants elevated for daily wear, these sheer woven pants are practical for active scenes. The forward-shifted切り替え (switching/paneling) not only adds design but also assists in style enhancement. The drawstring at the hem allows for silhouette adjustments.

【LILY BROWN×PUMA】Rib Polo Shirt Price: ￥8,800 Colors: IVR, SAX Size: Free

A skipper polo shirt that leads to an intellectual impression. The sharp collar opening creates a feminine look. Made from a refreshing and moderately stretchy ribbed cut-and-sew fabric, it ensures comfortable wear even in hot weather. The logo embroidery on the chest is also an accent.