The first piece to be released next month (retailing for £20, $32) will be a black jersey T-shirt for men with distressed gold foil print of the original Smiley logo.
“I consider River Island to be the benchmark in the U.K. high-street fashion industry and a very trendy environment to be part of,” says Steven Ballard, fashion global sales and brand development director of The Smiley Factory. “River Island is on our shortlist of high-street chains which we are allowing to distribute Smiley products and we are extremely proud to be selling inside their stores."
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.