Together, the two brands organized the “ultimate pool party," an activation that pays homage to the themes of late-night partying and sunshine found in the collection. 

The duo unveiled other activations last month at the Antwerp and London Elrow events. 

“Smiley continues to work with the world’s leading brands to leverage our authentic reputation as an icon of the electronic music party scene,” says Maria Raposo, vice president, marketing, Smiley. “The partnership with Lee Jeans at Elrow showcases yet another great story of how when you work with Smiley - you don’t just get trend-led, best-selling collections, but also an incredibly positive marketing message to create meaningful and memorable customer experiences that consumers want to share!”

Elrow Town Festival will travel to NDSM Docklands in Amsterdam on Sept. 8.