Smiley Inks Denim Deal with Lee

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.