Smiley Takes Over the High Street

The Smiley Company has entered into a series of partnerships across the globe.

License Global

July 24, 2018

2 Min Read

Smiley has teamed with high-street retailers Zara, Lefties and Mango for a line of children’s apparel. Mango’s line offers children’s denim, t-shirts and jackets featuring bold colors, plaques and embroidery; Zara’s includes bags and children’s separates that utilize sequins and patchwork; and Lefties’ line offers footwear aimed at the summer and back-to-school market, that will be sold globally in stores across Mexico, Portugal, Qatar, Russia, Saudi Arabia and Spain.

“We are pleased to see Smiley continue to extend its award-winning lifestyle brand to children’s categories. With the support of our in-house fashion design team, who work hand-in-hand with our retailer partners to design targeted best-selling children collections, we have experienced flourishing sales,” says Nicolas Loufrani, founder and chief executive officer, The Smiley Company.

Lee Jeans has signed on for a new collection of separates, including T-shirts, that feature the Smiley x Lee Jeans logo.

The Smiley x Lee event will be available at Lee Jeans locations in the London fashion districts of Covent Garden, Carnaby and Great Marlborough Street, as well as Paris, Berlin, Antwerp and Utrecht. The line is also available online at

"After a very successful launch in Asia, we are very happy to continue working with VF Corporation’s Lee Jeans brand," says Loufrani. "It's been a pleasure to collaborate with their teams and develop products. This range is very important for us as we keep on demonstrating to our fashion partners that the Smiley brand isn't limited to jerseys. Following trending applications and designs, we can create styles that resonate with today's trendsetters on different textiles."

Streetwear brand Chinatown Market has collaborated for a line of graphic T-shirts, sling bags and a smiley basketball. The Smiley x Chinatown Market basketball was developed in association with Urban Outfitters and debuted alongside a custom Smiley hoop.

The entire collection was unveiled at a PUMA pop-up event during the 2018 NBA draft. 

The Smiley basketball is available at Urban Outfitters stores and online at

Additional styles are set to be released in the fall.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like