“MASH SUMMER WEEK 2025” is a 5-day limited event featuring 16 popular women’s fashion brands! It will be held for the first time on official brand sites, MASH STORE, and at approximately 302 participating stores nationwide.

“MASH SUMMER WEEK 2025”, a 5-day limited event featuring 16 popular women’s fashion brands, will be held for the first time! The campaign will be held on the official brand website, MASH STORE, and at approximately 302 participating stores nationwide. ​
Mash Holdings Co., Ltd. Press release: July 18, 2025 To Members of the Press “MASH SUMMER WEEK 2025”, a 5-day limited event featuring 16 popular women’s fashion brands, will be held for the first time! Available on the official brand website, at MASH STORE, and at approximately 302 participating stores nationwide. This special five-day event, once a year, is packed with exciting events, including limited edition items, novelties, a 2,000 yen coupon, and a brand diagnosis with Hello Kitty! ＜Friday, August 1st to Tuesday, August 5th＞ The official Mash Group app “MASH” developed by Mash Holdings Co., Ltd. (Head office: Chiyoda-ku, Tokyo; CEO: Hiroyuki Kondo), which operates a wide range of businesses including fashion, beauty, food, design, and real estate, “MASH SUMMER WEEK 2025” will be held from August 1st (Friday) to August 5th (Tuesday) at “MASH STORE”, the official brand site of MASH Style Lab Co., Ltd., and shops nationwide. The muse for the first commemorative event is Sanrio Co., Ltd.’s popular character “Hello Kitty”. We have prepared a number of special projects where you can enjoy summer fashion and limited content with Hello Kitty, such as MASH SUMMER WEEK limited items and MASH SUMMER BRAND diagnosis. ・The first muse is “Hello Kitty”! I want to enjoy this summer in a very cute and stylish way! You’ll encounter clothes that make your heart flutter, and you’ll feel more confident just by wearing them. The five days of MASH SUMMER WEEK are about to begin, where your true self will shine and you’ll feel so excited! Image
URL: https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-a899c870ac2634d90ff3ca727c620aba-2100×1100.jpg To celebrate the first event, Hello Kitty, a character beloved all over the world, will be providing a special guide this summer! There will also be lots of special content you can enjoy with Hello Kitty! A special content page navigated by Hello Kitty will be released on the Mash Group official app “MASH STORE” from Friday, July 18th. ■Special page URL: https://app.mashstore.jp/qxSO/m0nqjp2p ・MASH SUMMER WEEK Exclusive content you can enjoy at MASH SUMMER WEEK. At MASH SUMMER WEEK, we have prepared 8 contents that many customers can enjoy. 1. MASH SUMMER WEEK limited items from 11 popular brands 2. For purchasers only! Hello Kitty 3 types of novelty gifts 3. MASH Download the STORE app for the first time and receive a coupon worth 2,000 yen off 4. MASH SUMMER BRAND diagnosis 5. SNS gift campaign 6. 22% points awarded & 10% off campaign 7. 48 hours limited time sale 8. MASH STORE Free Gift Wrapping Campaign ・MASH SUMMER WEEK limited item MASH SUMMER WEEK limited items from popular brands of MASH Style Lab! We also have limited colors for the online store and each shop, so you can enjoy items that feel even more special. ●MASH STORE・Mash Style Lab official brand site・Shop limited
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-1129e9ea99f82cdf641ff6989c609382-1259×700.jpg [Participating brands] SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, SNIDEL HOME, MIESROHE, MUCHA ●MASH STORE・Mash Style Lab official brand site limited
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-80070db4277f658fe1feef52a1a5c3e5-1259×700.jpg [Participating brands] SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, CELFORD, MIESROHE, MUCHA ・Hello Kitty 3 types of novelty gifts 1. Get a free original design Hello Kitty sticker Mash Style Lab official brand site *1, MASH STORE, and shops *2 This gift will be given on a first-come, first-served basis to those who purchase between Friday, July 18th and Thursday, July 31st. Image
URL: https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-48d311faba4ad1499aca4b666e905f86-1050×550.jpg ※As these will be handed out randomly, you cannot choose the type. ※This offer will end as soon as stock runs out. ※The distribution date and time may vary depending on the store. Please contact each store for details. 2. Original design Hello Kitty tote bag available only to online store purchasers Customers who spend 16,500 yen or more (tax included) on the official MASH Style Lab brand site*1 or MASH STORE during the period from August 1st (Friday) to 5th (Tuesday) will receive an original design Hello Kitty tote bag.
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-e3669c78f955b18858f85e60908666b9-1050×550.jpg ※As these will be handed out randomly, you cannot choose the type. ※This offer will end while supplies last. Of the 6 designs, only those who purchase from MASH STORE will have a chance to win a Hello Kitty design with a tanned face that is perfect for summer! 3. Original design Hello Kitty BIG charm available only to shop purchasers During the period from Friday, August 1st to Tuesday, August 5th, customers who purchase products at the shop*2 will receive an original Hello Kitty BIG charm in their shopping bag.
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-4f231b0ff1c93aeb09089a619541eb51-1050×550.jpg *Offer ends while stocks last. *1 Official website of participating brands: SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, styling/, CELFORD, SNIDEL HOME, MIESROHE, UNDERSON UNDERSON, GELATO PIQUE HOMME・MUCHA・JAMIE KAY ※2 Applicable brands and shops (excluding outlets): SNIDEL・gelato pique・FRAY I.D・LILY BROWN・Mila Owen・FURFUR・emmi・styling/・CELFORD・SNIDEL HOME・MIESROHE・SORIN・GELATO PIQUE HOMME・MUCHA・JAMIE KAY ・Receive a 2,000 yen discount coupon when you download the MASH STORE app for the first time
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-76bd9d880ddd78183c11e559a76d1739-1050×550.jpg *Coupons can be used from August 1st (Friday) to August 5th (Tuesday). *Can be used for purchases of 5,500 yen or more (tax included) *Some products are excluded. Those who download the MASH STORE app for the first time during the period from Friday, July 18th to Tuesday, August 5th We will give you a coupon worth 2,000 yen that can be used at the shop and MASH STORE. (1,000 yen each) ・MASH SUMMER BRAND diagnosis
Fashion diagnosis project with Hello Kitty “What kind of fashion will you enjoy this summer?” From August 1st (Friday) to August 17th (Sunday), we have prepared a diagnosis content that allows you to find the perfect brand for you from popular brands such as Snidel and Lily Brown by simply answering a few questions. You may discover your “summer style” and “points of attention” that you didn’t even know you had? The diagnosis result will feature an original design of Hello Kitty wearing the fashion that popular brands are recommending this summer. It will be displayed in front of you as a digital letter with your specified name. Not only can you save it as an image, but you can also share it on social media.
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-42ddc96e715925266bfffbbcfb5cba37-1050×550.jpg Original Hello Kitty designs from all 9 brands are now available! ・SNS gift campaign
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-ab77d7dc58278b1cf2cb2ca3f00674e1-1278×670.jpg 18 people (2 of each of the 9 brands) who share the results of their MASH SUMMER BRAND diagnosis on social media will be chosen by lottery to win a full-body outfit from each brand that matches the Hello Kitty they shared! *Sizes cannot be selected. ●How to apply 1. Download the MASH STORE app 2. “MASH Experience the “SUMMER BRAND Diagnosis” 3. Share your diagnosis results on X with the hashtag #mashsummer2025 ●Application period Friday, August 1st to Tuesday, August 5th ●Announcement of the winners After the application period ends, the winners will be selected through a strict lottery. Direct messages will be sent to the winners only from the official X (formerly Twitter) accounts of each brand around the end of August. ・22% points awarded & 10% off campaign
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-a1e09626a5e041247f0b23905fb40f69-1050×550.jpg August 1st (Friday) – August 2nd (Saturday) 22% points will be awarded 10% OFF from Sunday, August 3rd to Tuesday, August 5th You can enjoy shopping at the official MASH brand website and MASH STORE as many times as you like during the period. *Some products are not eligible. ・48 hours limited time sale
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-7f453adb2c852a873597c9bea7d8b964-1050×550.jpg August 3rd (Sun) – August 4th (Mon) 48 hours only During this period, selected items will be available at MASH STORE exclusive prices! ・MASH STORE Free Gift Wrapping Campaign
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-a08975b3c23c95e962a2947584ae374c-1050×550.jpg During the period from Friday, August 1st to Tuesday, August 5th, customers who purchase at MASH STORE can use MASH STORE’s original gift wrapping service and self-wrapping free of charge. Add the product you want to your cart and check [Use gift] on the cart screen. Proceed to the purchase procedure, select “Gift wrapping service” or “Self-wrapping kit” on the wrapping type selection screen, and then select MASH STORE original materials. *Please note that a shopping bag is not included. This organic cotton pouch is recommended for everyday use, such as an overnight set, skincare or makeup pouch. ・About Hello Kitty HELLO KITTY’s full name is Kitty White. She was born in the suburbs of London, England. She is the height of five apples and weighs the weight of three apples, and is a bright and kind girl. ・About MASH STORE MASH STORE is the official app that allows you to enjoy shopping across all the fashion and beauty brands offered by the Mash Group. We offer a total of 31 brands, including fashion brands such as “SNIDEL” and “gelato pique”, the natural and organic select shop “Cosme Kitchen”, and the total beauty brand “Celvoke”. While the official online stores operated by each brand will continue to deliver the brand’s worldview, the official app aims to create further synergy between groups and brands by creating an environment where customers can shop across all original brands.
https://prcdn.freetls.fastly.net/release_image/18505/3494/18505-3494-df76aeead52074e98647e119ab84fe93-507×509.jpg ■MASH STORE download URL https://app.mashstore.jp/qxSO/m0nqjp2p ※App download is free ■Brands we handle ＜Fashion＞20 brands SNIDEL, gelato pique, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, emmi, styling/, CELFORD, SNIDEL HOME, gelato pique Sleep, MIESROHE, UNDERSON UNDERSON, GELATO PIQUE HOMME, SOFTHYPHEN, AOURE, MUCHA, SESAME STREET MARKET, JAMIE KAY, Ballelite 11 brands Cosme Kitchen, Biople, Biop, Celvoke, to/one, SNIDEL BEAUTY, Mitea ORGANIC, F ORGANICS, O by F, ecostore, trilogy (*As of June 2025) ・About Mash Holdings Inc. Mash Holdings Inc. operates a wide range of businesses, including fashion, beauty, food, design, and real estate, based on the corporate philosophy of “making our ideas into reality and bringing happiness to people.” Founded in 1998 as a CG production company, he entered the fashion business in 2005. We operate the fashion brand “SNIDEL” and the roomwear brand “gelato pique.” In addition, the beauty business that entered the market in 2010, they also operate natural and organic cosmetics select shops such as Cosme Kitchen and Biople. He is also involved in developing new original brands such as the total beauty brands “Celvoke”, “to/one”, and “SNIDEL BEAUTY”. (C)2025 SANRIO CO., LTD. APPROVAL NO. L661392 Details about this release *This email will be sent automatically, so please refrain from replying.