New streetwear collection celebrated with VIP launch and retail marketing activations.
Smiley’s latest collaboration has seen it partner with Boy Meets Girl to create a new streetwear collection.
The partnership features a customised mash-up of the Smiley Original icon and the Boy Meets Girl logo.
The 12 pieces include unisex hoodies, sweats, sweatshirts, tanks and t-shirts. All are exclusively available at high-end concept store, Oscar Paris.
The launch was supported with a VIP launch party and a localised retail marketing activation programme. Prices range from €55-€100.
“Smiley is about sharing cool, positive vibes and we’re excited to collaborate with Boy Meets Girl USA, a brand that also embodies our brand message,” said co-founder Nicolas Loufrani. “Streetwear is a global trend that represents a state of mind and transcends generations and Smiley is experiencing huge growth in this category.
“Partnering with Boy Meets Girl USA to authentically share our brand’s messaging of self-love and choosing happiness is right on point in today’s fashion climate.”
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