The Smiley Company and major denim brand Lee Jeans have linked up for a new collection launching at retail across Europe. It’s available in the heart of London’s fashion districts in Covent Garden and in Carnaby on Great Marlborough Street and is also launching in Paris, Berlin, Antwerp, Amsterdam and Utrecht as well as selling on online at Zalando.
The partnership follows a successful collaboration in Asia between Smiley and the VF Corporation-owned brand.
“After a very successful launch in Asia we are very happy to continue working with VF’s Lee Jeans brand,” said Nicolas Loufrani, CEO and founder of The Smiley Company. He added that the range “is very important for us as we keep on demonstrating to our fashion partners that the Smiley brand isn’t limited to jerseys. Following trending applications and designs we can create styles that resonate with today’s trendsetters on different textiles.”
And the company is certainly using the Smiley icon in interesting ways, making a splash on the back of denim jackets or emerging unexpectedly from a jeans pocket.
The collection of separates includes T-shirts for women and men featuring the Smiley x Lee Jeans collaboration’s logo, “mixed with classic patterns that continue to trend season after season.”
Paint-print patterns of overlapping Smileys appear as accents on pocket patches and on shoulder details of shirts and shirt dresses. The Smiley x Lee Jeans collaboration logo has also replaced the eyes of the Smiley Original logo “for a cool twist.”
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