[Jamie Kay] Special Collaboration Items with "softcheese," a Creator Brand Popular Among Moms, to Be Released on July 15 (Wed)

MASH STYLE LAB Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo / President and CEO: Hiroyuki Kondo) is pleased to announce that JAMIE KAY (Jamie Kay), a children's clothing brand from New Zealand that uses high-quality organic materials and has fans worldwide, will release four special collaboration items with "softcheese," a brand by popular creator nico, who is highly supported by mothers. The release date is July 15, 2026 (Wed).

JAMIE KAY Special Site

JAMIE KAY meets softcheese

A special collaboration has been realized with "softcheese," a popular brand that garners immense support from fashion-conscious mothers.

We offer a lineup of four items that combine softcheese's nostalgic and sophisticated worldview with JAMIE KAY's timeless designs and high-quality materials, making children's daily lives even more special.

Photography by nico

There is a special story behind this collaboration.

When nico, the creator behind softcheese, was pregnant with her first child, the first baby clothes she purchased were JAMIE KAY. JAMIE KAY also has a connection through her husband, who is from New Zealand.

This special collaboration is a special collection born from the connection with nico, who loved JAMIE KAY. We have carefully crafted each piece by layering softcheese's nostalgic and warm worldview onto JAMIE KAY's cherished high-quality materials and timeless designs.

Please enjoy these four items that gently accompany daily life and bring moments of excitement to both parents and children.

[nico] Profile

Director of softcheese. Directs "softcheese," which is popular for its manufacturing that combines vintage clothing with contemporary sensibility. Develops timeless collections with a background in music culture, and the perspective of a mother of two is also reflected in the designs.

Instagram: soft__cheese

Product Information

Rompers

IVORY/PINK *Bonnet sold separately

Feel like you're strolling through a small orchard. The romper, adorned with a gentle "Mulberries" print, further enhances the baby's cuteness.

nico's comment

This romper features a fluffy, rounded silhouette. The organza collar is detachable, allowing you to change the mood according to your preference, making it a fun item that can be enjoyed in two ways.

Colors: IVORY, PINK

Sizes: 70, 80cm

Price: ¥8,800

Bonnet

Make this fleeting cuteness even more special.

A magical item that gently envelops chubby cheeks and tiny heads, creating an appearance that will surely bring a smile to adults' faces.

nico’s comment

This bonnet enhances a baby's cuteness. We hope you'll coordinate it with the romper to enjoy the preciousness of the baby stage, which only lasts for a short time. The material, suitable for year-round wear, is also a great point.

Colors: IVORY, PINK

Sizes: Free

Price: ¥3,300

Long Dress

Days spent in a favorite dress are a little special. The JAMIE KAY long dress, featuring the gentle "Mulberries" print, boasts a voluminous flared silhouette that sways with every step.

nico’s comment

This piece has a classical and elegant impression with its square neckline, which is unusual for kids' items. We've meticulously focused on romantic details, including sleeve gathers, hem frills, and delicate cotton lace. It's recommended to wear it on its own in spring and summer, or layered with a turtleneck in fall and winter.

Colors: IVORY, PINK

Sizes: 90, 100, 110, 120

Price: ¥12,100

Knit Salopette

Crafted from soft cotton knit, these salopettes feature an impressive three-dimensional knit pattern. The design, with its hint of nostalgia, creates a natural and gentle atmosphere.

The ivory is a simple solid color, while the beige uses a knit with a rich color nep. The color variations allow you to enjoy different charms.

nico’s comment

From traditional Irish Aran patterns, we've placed the "Tree of Life," symbolizing a child's healthy growth, in the center. The cotton knit is comfortable and doesn't feel itchy, making it a great piece.

Colors: IVORY, BEIGE

Sizes: 80, 90, 100

Price: ¥9,900

*All prices above include tax.

Novelty Gift Limited to 4 Directly Managed Stores

At the four directly managed JAMIE KAY stores, customers who purchase ¥8,800 or more (including tax), including items from this collaboration, will receive a "Mulberries" patterned button hair tie as a gift.

<Stores Offering Novelty Gift>

・JAMIE KAY Omotesando Hills Store

・JAMIE KAY Isetan Shinjuku Store

・JAMIE KAY Matsuzakaya Nagoya Store

・JAMIE KAY Hankyu Umeda Main Store

These are available in limited quantities at each store. Don't miss out on these special items.

JAMIE KAY Special Site

About JAMIE KAY

<BRAND CONCEPT>

For children's special moments.

With carefully selected premium organic cotton and designs that make every day a favorite, we bring excitement to both parents and children every day.

The children's clothing brand was founded in New Zealand in 2013 by designer JAMIE KAY.

Its commitment to organic cotton materials and simple yet striking designs that meet the needs of parents has garnered consistent popularity since its debut. The brand continues to receive support from parents worldwide for over 10 years, with numerous items featuring original prints released monthly to delight fans, and has grown into a popular brand with over 1 million total followers on social media, despite operating solely online in its home country of New Zealand. In October 2024, the world's first physical store opened in Omotesando Hills, Tokyo.

[Japan Official Online Store] https://jamiekay.jp/ [Instagram] @jamiekay_jp

*Since Autumn 2024, MASH STYLE LAB Co., Ltd. has served as the general agent for sales and licensing of JAMIE KAY in Japan, handling not only the import and sale of products offered in its home country but also the planning and sale of Japan-original products.

Reference Press Release Here

About MASH Group

With the corporate philosophy of "Bringing happiness to people by giving shape to our ideas," MASH Group aims to bring happiness and smiles to people's 24 hours a day with the group slogan "Wellness Design," and operates a diverse range of businesses including fashion, beauty, food, design, and real estate.

Founded in 1998 as a CG production company, it entered the fashion business in 2005. It develops brands such as the fashion brand "SNIDEL" and the loungewear brand "gelato pique." In addition, in the beauty business entered in 2010, it operates select shops for natural & organic cosmetics such as "Cosme Kitchen" and "Biople." Furthermore, it is involved in the development of new original brands such as total beauty brands "Celvoke," "to/one," and "SNIDEL BEAUTY."

https://mashgroup.jp/

JAMIE KAY will continue to support a richer parenting life by being close to children and their families.