Smiley Inks Denim Deal with Lee

Denim collaboration will continue to celebrate the emoticon brand’s 45th anniversary.

Smiley has partnered with the VF Corporation and its denim brand Lee to develop an exclusive co-branded collection for the Asian market.

The new collection will continue to extend Smiley’s product reach into denim and will highlight the emoticon brand on a variety of denim, t-shirts and more.

“This is the first time we have the privilege of working with VF Corp. and this is a great present on our 45th anniversary,” says Nicolas Loufrani, chief executive officer, Smiley. “We are very happy to celebrate it with Lee, which is a brand with such an incredible history and a great culture of denim. The SMILeeY collection we have co-created is the first real denim collection we’ve done since the psychedelic patch collections my father launched with Levi’s in 1973. It is a real cult edition that will with no doubt bring happiness to Lee and Smiley fans.”

The co-branded denim line will launch across stores in Asia this July.