24 July 2018
LONDON – The Smiley Company and leading denim brand, Lee Jeans partner to launch a new collection at retail in the heart of London’s fashion districts in Covent Garden and in Carnaby on Great Marlborough Street.
“After a very successful launch in Asia we are very happy to continue working with VF Corporation’s Lee Jeans brand,” says Nicolas Loufrani, CEO and founder of The Smiley Company. “It’s been a pleasure to collaborate with their teams and develop products. This 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.”
The collection of separates include hip T-shirts for women and men, featuring the Smiley x Lee Jeans collaborations 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 replaced the eyes of the Smiley Original logo for a cool twist.
Other cities include in Paris, Berlin, Antwerp, Amsterdam and Utrecht. The collection is selling on online at Zalando and available for international shipping and are in stores across stores in the EU.
ABOUT LEE JEANS
Lee is an iconic American denim brand. It launched its jeans first in 1889 in Salina, Kansas. Under the VF Corporation umbrella, its a part of the largest apparel parent company in the world. Lee Jeans’s heritage lies in denim, work wear and casual wear and work wear and it continues to be a household name in the denim and fashion business.
ABOUT SMILEY For over 45 years, The Smiley Company has shaped the way we share happiness and express ourselves through iconic products found all over the world. Smiley is a truly unlimited and unique brand that has influenced musical generations, social movements, popular culture and the pursuit of happiness. Now four decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a spirit and a philosophy, reminding people just how powerful a smile can be.
As featured by FashionNetwork.com. Read their full coverage of the Smiley x Lee Jeans: European Denim Collection