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March 9, 2022
To celebrate the 50th anniversary of Smiley, denim brand Lee has joined hands with the brand on a new lifestyle collection. Bringing to life the original Smiley campaign, “Take the Time to Smile,” the curated capsule blends Lee silhouettes and Smiley cheer.
Smiley has been shaping the way the world expresses positivity through music, art and pop culture since 1972, while Lee has been celebrating the unrelenting optimism of those who follow their own path for more than a century. Inspired by styles from the ‘70s, ‘80s and ‘90s, the Lee x Smiley capsule invites wearers to join the Happy Revolution. Featuring combinations of the classic yellow Smiley with fresh iterations applied to pastel and tie-dye hues, painted reminders to “Take the Time to Smile,” and Lee’s heritage denim, each piece is designed to project positivity. The smallest detail received a refresh, with Lee x Smiley hardware, an exclusively designed Smiley Lee patch and the Smiley embroidered on the jeans’ iconic spade back pockets.
“Lee is thrilled to partner again with Smiley and celebrate their landmark anniversary with this exclusive collection,” says Joe Broyles, vice-president, global collaborations, Lee. “Our shared values of optimism and originality make this collaboration a natural fit, and it’s exciting to see how this capsule blends iconic elements of both brands.”
“Over the last five decades, Smiley has collaborated with brands across all categories imaginable – from fashion to music, to design, accessories, travel and more – with the iconic Smiley influencing culture every step of the way,” says Nicolas Loufrani, chief executive officer, The Smiley Company. “This collaboration with Lee showcases our commitment together to continue to spread positivity and smiles.”
The collection includes men’s and women’s T-shirts, jeans, shirts, jackets and overalls. The collection is available on Lee’s websites in the U.S. and Europe. Lee has also created two collector edition pieces that are available exclusively as part of Smiley retail takeovers in Galeries Lafayette stores globally and online at Galerieslafayette.com as well as in the US at Nordstrom at select Pop-In@Nordstrom locations and online at Nordstrom.com/pop.
Read more about:The Smiley Company
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