Smiley Unzips Lee Jeans Collab

Smiley and Lee Jeans are bookending their spring/summer 2019 partnership with a new activation at the Elrow Town Festival in Amsterdam.

License Global, Content Editor

September 6, 2018

1 Min Read

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.

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License Global

Content Editor, 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, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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