Summary
I'm donut ? times square and UNIQLO have launched a five-design capsule collection featuring artwork by New York-based, Japan-born graphic designer Kei Saito, inspired by the donut shop's signature nama donuts and playful visual identityThe collection introduces I'm donut ? CLUB, a family of nine unique characters each built around a distinct donut-inspired personality, appearing across adult and kids T-shirts and two tote bag sizes
I'm donut ? times square and UNIQLO have released a limited-time capsule collection featuring five exclusive designs by New York-based graphic designer Kei Saito. The drop spans adult T-shirts, kids T-shirts, tote bags, and mini tote bags, all built around Saito's artwork inspired by I'm donut ?'s signature nama donuts and the brand's visual identity. Available exclusively at UNIQLO's SoHo and Fifth Avenue locations through September 26, the capsule also features six embroidery customisation options and the debut of I'm donut ? CLUB, a nine-character lineup with individual donut-inspired personalities.
The collection is structured around five distinct designs created by Saito, whose creative practice draws on fashion, art, music, and street culture. Born and raised in Japan and now based in New York, Saito brings a sensibility that bridges both cities' visual languages, grounding the capsule in the kind of subcultural fluency that connects I'm donut ?'s Tokyo-rooted pastry identity with UNIQLO's streetwear-adjacent retail model. The artwork pulls from I'm donut ?'s nama donut range and the brand's broader playful aesthetic, translating edible product into graphic form across the full apparel and accessories lineup.
Central to the capsule is I'm donut ? CLUB, a character line making its debut in this collection. The cast comprises nine unique characters, each assigned a distinct personality rooted in donut-inspired traits. The characters appear across the T-shirt graphics and tote bag designs, giving the collection a narrative layer that extends beyond standard branded merchandise into something closer to an IP introduction.
Beyond the printed product, the collection offers six embroidery options, featuring donut motifs and I'm donut ? CLUB characters. The embroidery component adds a customisation element that allows buyers to layer additional graphic detail onto their purchase, effectively expanding the design range beyond the five core prints.
Distribution is limited to two UNIQLO locations in Manhattan: SoHo and Fifth Avenue. The geographic restriction keeps the capsule tightly scoped to New York, aligning with I'm donut ? times square's local footprint and reinforcing the collection's positioning as a city-specific release rather than a global UNIQLO rollout.
The I'm donut ? x UNIQLO capsule collection is available now at UNIQLO SoHo and UNIQLO Fifth Avenue through September 26.
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