Introducing S.W. Smiley – a bold fusion of raw attitude and underground streetwear style. Inspired by global subcultures, S.W. Smiley defies norms with unapologetic flair and gritty aesthetic, channeling the rebellious energy of the streets into every design.
S.W.Smiley has been created out of the Smileys to provide a brand that engages with the young adult audience. It builds on all of the history and iconography that has come before it, but with new graphics created by the Smiley Studio, that are modern, bold, geometric, and designed to express yourself without compromise. It’s not just a brand; it’s a revolution, designed to take part at the very forefront of trend led products.
Partnering with S.W. Smiley means aligning with the pulse of the underground scene, where authenticity and street cred reign. Dare to stand out, dare to be different. Join us and embrace the raw energy of S.W. Smiley.
Based on the SmileyWorld icons, S.W.Smiley features a brand new range of icons, reinventing them for a new adult audience. These icons feature many different styles and categories, including emotions, holidays, colours, and many more.
All of this has been created to allow the icons to be able to be used by the young adult demographic, allowing retailers, and licensees fresh ways to showcase your creativity, and trend led styles.
You're invited to Express Your World with us in 2027!
In 1997, Nicolas Loufrani transformed his father’s legacy and revolutionized digital communication with the creation of Smileys and SmileyWorld.
Now, 30 years later, and with the launch of S.W.Smiley, we’re inviting YOU – creators, gamers, innovators, and style leaders – to help us “Express Your World” in 2027. S.W.Smiley will be taking part in the celebration with a range of digital activations, products, and much more!
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