After a successful run in Asia, London-based Smiley Company has announced yet another collaborative link up with VF Corp.’s iconic brand – Lee, for the duo’s second exclusive collection.
“After a very successful launch in Asia we are very happy to continue working with VF’s Lee Jeans brand,” Nicolas Loufrani, CEO and Founder of The Smiley Company said, adding, “this collection is very important for us as we keep on demonstrating to our fashion partners that the Smiley brand isn’t limited to just jerseys.”
Dubbed as the Smiley x Lee Jeans range, the limited edition collection makes use of trending applications and techniques to create styles on different textiles not only limited to denim, that resonate with today’s generation.
The range includes separates for both men and women such as T-shirts that feature the Smiley x Lee Jeans collaboration’s logo, mixed with classic patterns that continue to trend season after season. The pieces see the iconic Smiley icon on the back of denim jackets or emerging unexpectedly from a jeans pocket. Making use of the print mashup trend, the capsule presents paint-print patterns of overlapping Smileys appearing as accents on pocket patches and as shoulder details over shirts and shirt dresses.
In an effort to lend a cool twist to the collection, the new Smiley x Lee Jeans collaboration logo has replaced the eyes of the Smiley Original logo within the range.
The new Smiley x Lee Jeans collection will retail across Europe. It is currently available in the heart of London’s fashion districts in Covent Garden and in Carnaby on Great Marlborough Street, and is set to launch in Paris, Berlin, Antwerp, Amsterdam and Utrecht as well as online on Zalando.
The companies first joined hands in April last year, on Smiley’s 45th anniversary in an effort to re-enter the denim segment. Loufrani had revealed then, that the Lee Jeans collaboration was their first denim link-up since 1973, way back when they launched the psychedelic patch collections in collaboration with Levi’s.
VF Corp is a front-runner in branded lifestyle apparel, footwear and accessories, with global iconic brands such as The North Face, Vans, Timberland, Wrangler, Lee and Nautica under its stronghold.
