Another day, another Smiley story. The ultra-busy owner of the Smiley character has just announced a link-up with VF Corp’s Lee brand for a denim-based collaboration this autumn season.
It will be the first time the company has worked with denim giant VF Corp as it works to expand its reach into new categories, particular the best-selling denim market.
As it celebrates its 45th anniversary, Smiley CEO Nicholas Loufrani said the deal will be its first denim link-up since 1973 when it launched its psychedelic patch collections in a collaboration with Levi’s. He also said it’s an important move to show how Smiley can be worn across the complete fashion lifestyle.
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.