Smiley launches new Spring/Summer 12 collections

This month sees the in-store launch of three new collections from Smiley Factory (Smiley’s in-house fashion division). All three collections have been created and inspired by Smiley’s 40th anniversary which kicked-off earlier this year and are presented alongside an extensive range of accessories including bags and watches by UK licensee Wave Gear.

(confidently cool social-wear aimed at 18 to 30 year olds)

Smiley- Happy Deluxe is a cool, trend led collection for men and women that embodies the feel good and playful spirit of Smiley. Garments allow the wearer to confidently ‘be seen’ when they are out and about from dusk till dawn.

This season Smiley-Happy Deluxe presents casual hippy inspired glamour pieces to bring a smile to your summer wardrobe. This collection returns to Smiley’s roots for a laid back stylish take on its 1970s musical heritage with this ‘Hippy Deluxe’ inspired collection.

(young, expressive casual-wear aimed at 15 to 20 year olds)

Smiley Society is a unique lifestyle concept based on youth culture style tribes. A casual wear collection that acts a creative outlet for self-expressions and individuality.

Smiley Society simply loves the summer! This new SS12 collection allows it wearer to express themselves through hip and exciting graphics and designs. Whether your thing is Goth, rock, club kid, surf or Japanese Harajuku, Smiley Society SS12 collection has something for you.

(Happy, authentic essentials aimed at 18 to 30 year olds)

Smiley-Happy Collection is a basic collection that offers solutions for casual essential pieces for the wardrobe splashed with bit of authentic happiness.

Launching this Spring/Summer is Smiley’s premium essentials collection compromising of classically basic pieces which sit snuggly alongside Smiley’s other fashion labels. This rolling seasonal collection includes t-shirts, polo shirts and hoodies emblazoned with the original Smiley in a range of primary colours enabling its wearing to incorporate a splash of happiness into their everyday wardrobe.

All three collections are available in Smiley’s flag-ship store at Boxpark in London, on-line from www.smileycompany.com as well as at several stores worldwide.