Ladies' brand Lily Brown and global sports brand Puma are joining forces for a special collaboration collection. Pre-orders open on April 3, 2026 (Friday) at 12:00 PM via the official online store, the MASH STORE app, and USAGI ONLINE. Nationwide retail locations will begin carrying the three apparel styles and one bag from April 17 (Friday), with the PUMA H-Street exclusive model following on May 6 (Wednesday).
Rooted in 2000s girls' culture and incorporating Puma archive elements, the collection blends sports functionality with a nostalgic aesthetic across five styles.
Lineup
Lily Brown × Puma PUMA H-Street
Price: ¥13,200 (tax included)
Color: SAX
Sizes: 22.5, 23.0, 23.5, 24.0, 24.5, 25.0
The H-Street draws inspiration from the Puma Harambee running spike, an icon of the 2000s. For this Lily Brown collaboration, a satin upper was chosen as a nod to ballet shoes, contrasted with matte suede for a street-ready finish. Standout details include a burgundy insole and zigzag stitching. The shoelaces can be styled in multiple ways — looped through the heel and wrapped around the ankle, or switched out for shorter laces tied in a double bow. A cushioned EVA midsole and lightweight upper provide comfortable wearability.
Lily Brown × Puma Mini Grip Bag
Price: ¥9,350 (tax included)
Colors: SAX, LIME
A revival of an archive model originally produced in the late 1990s to early 2000s, updated with patent leather and original colorways that merge Lily Brown's mode aesthetic with a vintage feel. Despite its compact size, the wide gusset provides more capacity than it looks.
Lily Brown × Puma Sheer Frill Blouson
Price: ¥15,950 (tax included)
Colors: SAX, CGRY
Size: Free
A sheer blouson that blends sporty and feminine sensibilities. Asymmetrically placed frills add a playful touch within an edgy silhouette, while a cat logo at the chest serves as an accent.
Lily Brown × Puma Sheer Pants
Price: ¥14,300 (tax included)
Colors: SAX, CGRY
Size: Free
A sheer woven pant that translates sporty styling into everyday wear. A front panel seam helps elongate the silhouette, and a drawstring hem allows for shape adjustment.
Lily Brown × Puma Rib Polo Shirt
Price: ¥8,800 (tax included)
Colors: IVR, SAX
Size: Free
A skipper-style polo shirt in a rib knit fabric with a slight stretch, suited for warm weather. Logo embroidery at the chest adds a decorative detail. The SAX blue × burgundy color combination is a distinctive Lily Brown touch.
LIMITED CONCEPT STORE "WELLNESS STYLE LAB"
To coincide with the release of the H-Street exclusive model, five MASH brands — SNIDEL, FRAY I.D, Lily Brown, Mila Owen, and emmi — will come together for a limited concept store called "WELLNESS STYLE LAB." All five brands' exclusive H-Street colorways will be on display, along with early sales of the sneaker, limited-edition items, and a sneaker customization event.
Event Dates and Locations:
April 13 (Monday) – April 19 (Sunday), 2026
Lumine Shinjuku 2, 2F Gallery 2
Hours: 11:00 AM–9:00 PMApril 29 (Wednesday) – May 5 (Tuesday), 2026
Hankyu Umeda Main Store, 4F Kotokoto Stage 41
Hours: 10:00 AM–8:00 PM
Limited Concept Store Exclusive Items
Sheer Jacquard Mini Dress
Price: ¥18,920 (tax included) / Color: BLU / Size: Free
Drawstring Mini Frill Cardigan
Price: ¥11,880 (tax included) / Colors: OWHT, LIME / Size: Free
Satin Knapsack
Price: ¥4,950 (tax included) / Color: SAX / Size: Free
Customization Event
Customers who purchase an H-Street exclusive sneaker together with a Satin Knapsack at the concept store will be eligible to participate in a customization event, where custom parts can be used to personalize the sneaker and knapsack. Parts are limited (up to 5 per person for sneakers, up to 3 for knapsacks) and available while supplies last. Wait times may occur during peak hours. Details are subject to change without notice.
Sales Information
Pre-Order (Starting April 3, 2026 at 12:00 PM)
Nationwide In-Store Sales
- Apparel & Bag: April 17, 2026 (Friday), from store opening
- H-Street: May 6, 2026 (Wednesday), from store opening
- Lily Brown store locations
