Smiley Gets Ready for Festival Season

Emoticon brand targets music fans in new apparel collection from Brekka.

Smiley and Italian fashion brand Brekka have joined forces to create a range of apparel and accessories for music festivalgoers this summer.

The new capsule collections will feature an all-over print of the Smiley icon on kagools, backpacks, socks and hats. The lines will  leverage Smiley’s roots in festival fashion, as well as Brekka’s reputation for outdoor-inspired fashion and accessories.

“We have now been working with Brekka for over four years and this is a very positive collaboration between our two brands,” says Nicolas Loufrani, chief executive officer, Smiley. “I am really happy to take it to the next level by involving them in our festival activations this summer to show Smiley remains forever linked to the music scene and the sense of freedom and fun we experience in music festivals.”