A line of unisex clothing and accessories has been developed by Smiley and Reclaimed Vintage by ASOS. The collection includes streetwear classics that have been reworked with rare fabrics and designs to give an old-school feel.
Glitchy Smileys are interspersed with all-over Smiley prints in monochrome colors across the range. Hero pieces include a unisex spliced sweatshirt and joggers, giant Smiley asymmetric placements on oversized hoodies and a bucket hat and flight cross-body bag embellished with lenticular Smiley patches.
“We are constantly looking at ways that we can innovate with our retail partners in the fashion space, and Reclaimed Vintage does that by supplying throwback styles that allow consumers to do old-school with no stress,” says Michaela Fass, vice president, fashion, Smiley. “The collection fuses on-trend prints, with oversized cuts, and continues to show the counter-culture iconicity of Smiley as a leading fashion brand.”
In the past, Smiley tapped licensee Somerbond to create a collection of branded sleepwear exclusively for ASOS. The first range of pajamas was released in November 2017 and included all-over Smiley prints, unicorns, cherries and other emoticons. The line also included a t-shirt and shorts pajamas set as well as a set of girls’ underwear featuring Christmas-themed smiley prints in a variety of colors.
Smiley’s partnership portfolio includes the likes of Philosophy, Kuwalla, Ardene and more. The 47-year-old brand has also worked with top designers such as Moschino. ASOS’s collaborations include designers like popstar costume designer Christian Cowan, Disney’s “The Lion King” and more.
The Reclaimed Vintage x Smiley collection is available now exclusively through Asos.com.