Brekka dives into festival season with Smiley collaboration

By

Sandra Halliday

Published
Jun 12, 2017

Smiley has teamed up with Italian fashion brand Brekka, to create a range of apparel and accessories for music festival-goers just as festival season moves into high gear.

The importance of festival dressing becomes clearer as each year goes by  with a raft of major brands and retailers creating festival-specific ranges. And their efforts are given an extra boost by a stream of media coverage during the summer months.

Smiley and Brekka are clearly oping to capitalise on this trend and have created a capsule collections that leverages the former’s undeniably deep roots in festival style and Brekka’s reputation for strong outdoor-inspired fashion and accessories.

Ads

The collection features cagoules, backpacks, socks and hats, which all incorporate an allover print of the Smiley icon.

The company has been working with Brekka for over four years now and Smiley CEO Nicolas Loufrani said it would be taking it “to the next level by involving [Brekka] in our festival activations this summer.”

Europe’s festival season kicks off in earnest this month with Primavera, Isle of Wight and Download, followed at the end of the month by Roskilde and Glastonbury. It could be a strong season if the sunny weather holds with some of the biggest bands in the world performing across Europe, including Arcade Fire, Foo Fighters, Radiohead and U2 among many others.