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, fur