Hom – the leading high end men’s innerwear brand for modern men who want to combine elegance with style - launched their sister brand ‘e.Go’ in 2009 after seeing a gap in the market for innerwear dedicated to a new generation of young, fun, optimistic consumers.

For its spring/summer 2012 collection e.Go wanted to bring a new twist to the collection and decided to collaborate with the Smiley brand to create a capsule collection composed of boxers, briefs, pyjamas, socks and swim shorts for men.

A spokesperson for HOM says; “It was a great experience to join e.Go with the Smiley brand to deliver a positive message and happy experience during troubled times to our consumers.” Graphical and playful designs have been created using the original Smiley in a wide spectrum of vibrant pop-art inspired sunny colours. Polka dots and stripes dominate this happy and comfortable cotton range. Nicolas Loufrani (CEO of Smiley) says; “I am very pleased to partner with a terrific brand like HOM and I am very excited to launch this super stylish men’s range in time for the SS12 season.”

The range will be available throughout Europe with prices ranging from 15 to 150 euros.