The Pokémon Company International has announced that it is joining forces with Italian street fashion brand Dolly Noire to launch a limited edition DLYNR/Pokémon capsule collection at its flagship store in Milan, online exclusively at Pokémon Center in the UK and at selected retailers across Europe.
Available now, the DLYNR/Pokémon capsule collection will consist of 19 products including T-shirts, sweatshirts, socks, trousers, a bucket hat, a kimono and a rug. The product designs are inspired by the three first partner Pokémon from the Kanto region — Bulbasaur, Charmander and Squirtle. Their Evolutions, as well as Mewtwo, Snorlax, Gengar and the iconic Pikachu, are also featured.
Targeted at young adults, the collection will celebrate a journey with Pokémon, starting with a sweatshirt that features iconic Poké Balls and the tagline “Every Great Journey Starts with a Small Choice.” T-shirts and socks will feature the three first partner Pokémon and their Evolutions and celebrate their respective vivid colours of bright green, red-orange and blue. There will also be a purple T-shirt featuring Gengar, a sweatshirt with an embroidered Mewtwo and a yellow sweatshirt featuring Pikachu.
Key items for Pokémon fans include a hoodie with a full Kanto Pokédex print on the back and a total outfit (trousers, T-shirt and hoodie) with Pokémon characters and Dolly Noire’s iconic pattern. Perhaps the most covetable item will be the Charizard Kimono, which has the iconic Pokémon embroidered on the back. Wearing the product with arms spread will emphasise Charizard’s incredible wingspan. A rug picturing a delightfully snuggly Snorlax and a bucket hat featuring a Master Ball complete the collection.
Each product will be accented with a unique Poké Ball hang tag and a tag featuring the collaboration’s logos. 
“We are incredibly excited about this collaboration with Dolly Noire, which will celebrate the Pokémon adventure in a uniquely creative way,” says Mathieu Galante, Licensing Director EMEA at The Pokémon Company International. “A great deal of design detail has gone into making these limited edition items, which will be highly covetable for Pokémon fans and stylish young adults across Europe.”
The launch of the DLYNR/Pokémon collection will coincide with a Dolly Noire store takeover for three weeks. The takeover will include in-store collection displays and four store windows featuring products and Pokémon. The collection will be available in Dolly Noire stores until the end of 2022, and the Pokémon-branded area will also include Pokémon TCG products and Pokémon collectibles for sale. A DLYNR/Pokémon collection preview took place as a private event last Sept. 14th at the Dolly Noire flagship store in Milan.
