Smiley has partnered with streetwear brand DB Berdan for a new apparel collection.
Debuting at this year’s London Fashion Week, the Self-Love Club line takes references from the male-dominated world of sports clubs and turns them into a gender-inclusive activity. The collection aims to honor LGBTQ+ people in the sports industry such as Greg Louganis and Stella Walsh.
"Smiley continues to be the standout brand for upscale collaborations in licensing,” says Michaela Fass, vice president, fashion, Smiley. “All embracing and diverse, the Smiley has become the de facto icon of global counter-culture and a symbol of the ongoing symbiosis between fashion and music worlds. We are proud to partner with DB Berdan, who are creating highly innovative streetwear collections that spread an important message of diversity and inclusivity."
Self-Love Club apparel showcases silhouettes inspired by the late ‘80s and early ‘90s hip hop and rave culture, scenes where Smiley frequently appeared. Collection highlights include cotton ‘80s bat sleeved button-up shirts and basketball shorts that turn into skirts. All items in the line incorporate authentic environmentally friendly prints created by DB Berdan.
Smiley has continued to play a key role in fashion over the years. Most recently, the brand partnered with Italian sports fashion brand Ellesse for a new collection.