Smiley launches collection with Brazil's Ellus Second Floor

By

Sandra Halliday

Published
Oct 4, 2017

UK-based Smiley World has launched a new collection with leading Brazilian retailer Ellus Second Floor. The company, which has been one of the most proactive names in fashion licensing, has worked with the Brazilian firm on a selection of women’s and men’s pieces including T-shirts, jackets, jeans and denim jackets.

They are emblazoned with strong graphic slogans and feature a range of expressive Smiley icons that draw from Smiley’s back catalogue and heritage.

The UK firm’s CEO Nicolas Loufrani said the Smiley property is seeing continued growth in Latin America through various partnerships. He added that this latest collection “really leverages our pop culture heritage and the product direction and finish is really in line with my strategy for providing high quality fashion forward apparel.”

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Smiley has unveiled a number of collaborations globally this year with companies operating at mass- and mid-market level all the way up to high-end designer labels. This includes deals with Anya Hindmarch, Chinese celebrity brand Dueplay, Zara, Brekker, Eram, VF Corp, Walton Brown, and Bloomingdale’s with the company carefully vetting potential partner brands and retailers.

The brand was also involved in creating product for Paris destination store Colette’s 20th anniversary earlier this spring.