Carry a Smiley Wherever you go

The Smiley x EASTPAK collection first launched in 2019, featuring a vibrant lineup of backpacks, mini bags, and luggage. Sold globally, this on-trend range has been supported by an innovative marketing campaign, spanning eye-catching window displays to dynamic social media activations.

Since its debut, the Smiley collaboration has become EASTPAK’s most successful partnership, achieving the highest sell-in rate to date. Within the first month alone, the collection sold 25,000 units, generating €500K in net sales. The Large Yellow Backpack emerged as the standout product, with 5,000 units sold, further cementing the collection’s commercial success.

This collaboration seamlessly blends EASTPAK’s functional, durable designs with Smiley’s globally recognized symbol of optimism, creating a product line that resonates across fashion, travel, and streetwear markets.

A Long Term Partnership

Outreach & Engagement

  • Global Social Media Push: EASTPAK and Smiley leveraged their digital platforms to create high-energy marketing campaigns, reaching millions of followers worldwide.
  • Influencer Collaborations: High-profile influencers and urban trendsetters were engaged to showcase the collection in real-world settings, driving organic engagement.
  • Experiential Marketing: Interactive in-store activations and pop-ups allowed consumers to experience the Smiley x EASTPAK universe firsthand.

Retail Strategy

  • Premium Placement: The collection was featured in leading global retailers such as Selfridges, Urban Outfitters, Galeries Lafayette, and JD Sports, alongside EASTPAK’s e-commerce platform.
  • Limited-Edition Drops: Exclusive releases created demand spikes, leading to rapid sell-outs and increased desirability.
  • Customisation Opportunities: Some collections offered personalisation options, allowing consumers to tailor their EASTPAK x Smiley products to their style.

Continued Growth

  • Expanding the Collection: EASTPAK and Smiley continue to push creative boundaries with fresh seasonal collections and bold, trend-led designs.
  • Strengthening Brand Loyalty: The ongoing collaboration reinforces both brands’ positioning within the lifestyle and fashion space, ensuring continued consumer interest.
  • Sustainable Innovation: With a focus on responsible production, future collections will integrate even more eco-conscious materials and ethical practices.

GROWING PARTNERSHIPS FOR GOOD

Future Positive Partnership

In 2023, Eastpak and Smiley® united for the third time over a shared passion for inspiring optimism, breaking down barriers and sparking change for a positive future with a Smiley Future Positive® collaboration. 

The new collection revisited ten classic Eastpak designs, infusing them with the spirit of Smiley®. The iconic smiley face melds with the Yin and Yang symbol, creating a retro aesthetic that pays tribute to Smiley’s rich heritage. The three standout prints—Smiley Placed, Smiley Yin Yang Black, and Smiley Yin Yang Color—each tell a story of balance, harmony, and the simple joy of a smile.

True to the ethos of the Smiley Future Positive program, this collaboration isn’t just about looking good—it’s about doing good. The collection champions a positive change in consumption habits by utilizing RPET, ensuring that plastic waste is given a new lease on life instead of contributing to landfill. It’s fashion with a conscience, designed for those who care about the planet as much as their style.

Charity Contributions

Eastpak teamed up to support global homelessness charity Depaul. 

Eastpak’s contribution to Depaul supported one of their life-changing projects in Ukraine, a country in most need of support due to an extreme lack of funding in the country. 

Their contribution funded living costs and development programmes that are in place to help 12 women and their children for 8 months, so they can live happy and healthy lives, with brighter futures ahead.

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Continued Success

EASTPAK and Smiley have worked together for multiple seasons, consistently introducing new and trend-driven designs.

  • Iconic Design Evolution: The collections feature Smiley’s signature bright yellow and playful iconography, with exclusive designs such as the Yin-Yang edition.
  • Sustainability Focus: Selected pieces incorporate recycled materials and responsible manufacturing, aligning with Smiley’s Future Positive movement.
  • Expanding Product Categories: The range has grown beyond backpacks to include duffle bags, luggage, and accessories, broadening its appeal.
  • Successful at Retail: Eastpak and Smiley ranges have sold consistently well at retail, with 100% sell through of the bags.