20 March 2024
EASTPAK x SMILEY Unveils Exclusive Yin Yang Collection: Carry Positivity in Style!
EASTPAK and Smiley® join forces for an electrifying third collaboration, celebrating a shared passion for optimism, breaking barriers, and creating a positive future with the Smiley Future Positive® collection.
Featuring ten reimagined Eastpak designs, the iconic Smiley blends seamlessly with the yin and yang symbol, channeling retro vibes that pay homage to Smiley’s rich history. The collection showcases three statement prints: Smiley Placed, Smiley Yin Yang Black, and Smiley Yin Yang Color.
This collaboration embodies a positive and fun-loving outlook, serving as a reminder to always seek the bright side of life and cherish the little things that bring a smile. Available in selected stores and on Eastpak.com starting March 20th, 2024.
Nicolas Loufrani, the CEO of The Smiley Company, expresses immense excitement at the continuous expansion of the EASTPAK collection. He commends EASTPAK as a brilliant partner that consistently crafts vibrant new aesthetics for the Smiley Future Positive program. The EASTPAK X Smiley Yin Yang design stands out as a unique and distinctive addition to the collection, reflecting the innovative and collaborative spirit between the two iconic brands.
Day Pak’r + Day Pak’r S: Smiles On the Move
The classic Day Pak’r and its compact counterpart, Day Pak’r S, receive a vibrant makeover with uplifting prints that radiate optimism. Available in Smiley Yin Yang Black and Smiley Yin Yang Color, these backpacks feature co-branded embroidered logos, combining the timeless positivity of Smiley with Eastpak’s reliability and functionality.
Sommar: Carry Joy Every Day
The Sommar waist bag goes beyond utility, embodying joy, sustainability, and a brighter future. With Smiley Yin Yang Color and Smiley Yin Yang Black designs, this bag integrates iconic symbols and inspirational labels, aligning with the Smiley Future Positive® mantra.
Transit’r S+M+L: Spreading Happiness Worldwide
The Transit’r luggage range, known for its durability and smooth wheeling system, gets a Future Positive® twist. The Smiley Yin Yang Black colorway showcases the fusion of yin and yang symbols, featuring embroidered logos that spread happiness wherever you go.
Ada + Groupie: The Power of a Smile in Miniature
The Ada mini circular bag and Groupie zippered pouch are not just accessories; they’re statements of positivity. Showcasing playful designs and embodying the core philosophy of spreading joy, these additions remind us of the power of a smile in our daily lives.
Benchmark Single + Oval Single: Desk Essentials, Reimagined
Brighten up your workspace with the classic Benchmark and Oval pencil cases. Available in Smiley Yin Yang Color and Smiley Yin Yang Black, these designs capture the fun and carefree spirit of the Future Positive® collaboration, featuring co-branded logos and inner labels.
About Smiley: Future Positive® for a Sustainable Tomorrow
Born from the Original Smiley® Brand, Future Positive® is a bold commitment to building a sustainable future. Grounded in optimism, Smiley creates responsibly-sourced products, taking action for a better tomorrow. Together, through positive steps, big and small, our future will be positive. Made Different. Made Better.
About Smiley®
Smiley® has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972 Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships include Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball – a cultural icon.
Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.
About Eastpak: Moving with Style Since 1952
Eastpak, part of the VF portfolio since 2000, has evolved from military-grade packs to a leading lifestyle brand. Built to resist and committed to quality, Eastpak continues to inspire those who live, work, and play in the city with stylish and functional backpacks, shoulder bags, travel gear, and accessories.