Smiley links with Reclaimed Vintage by Asos on new line

By

Barbara Santamaria

Published
Nov 19, 2019

The Smiley Company and Asos’ Reclaimed Vintage label are releasing a new unisex line of clothing and accessories that combines retro styles with the famous yellow symbol.

90-style unisex sweatshirts, joggers, bucket hats and cross-body bags are emblazoned with a collage of Smiley graphics, from lenticular patches to all-over prints in monochrome colours.

The line’s retro vibes are served by Reclaimed Vintage by Asos, which uses uses rare fabrics and designs to create new pieces with a reworked feel.

“We are constantly looking at ways that we can innovate with our retail partners in the fashion space, and Reclaimed Vintage does that by supplying throwback styles that allow consumers to do old-school with no stress,” said Michaela Fass, vice president of fashion at Smiley.

“The collection fuses on-trend prints, with oversized cuts, and continues to show the counterculture iconicity of Smiley as a leading fashion brand.”

Smiley’s ‘counterculture’ nature was also celebrated in a recent collaboration with sportswear brand Ellesse, as part of a string of SS20 fashion launches. These included important capsule collections with Eastpak, ElevenParis and De-Kryptic, joining the list of existing collaboration brands that also includes Lee Jeans, Chinatown Market, Kuwala, Bricktown, Learn to Forget, JCorp, and Daydreamer.