Smiley has announced yet another collaborative link-up, this time with VF Corp.’s iconic brand – Lee, for an exclusive denim-based association set to drop this autumn.
This is the first time the company will be working with denim giant VF Corp. as it continues to expand its reach into new categories, particularly the best-selling denim market and collaborating with some of the biggest names in fashion. The new collection will highlight the fashion brand’s signature emoticon character on a variety of denim, t-shirts and more for both men and women.
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As it is celebrating its 45th anniversary, Smiley CEO Nicholas Loufrani revealed that the deal will be its first denim link-up since 1973, way back when it launched the psychedelic patch collections in collaboration with Levi’s. He also said it’s an important move to show how Smiley can be worn across the complete fashion lifestyle.
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 feathers.
The SMILeeY collection will launch in stores across Asia from July. Asia is a key market for the brand with the firm announcing only this week that it is making a bigger push into Greater China as it named Walton Brown as its exclusive licensing agent there.
