Smiley London welcomes you back

Ten years later Smiley found a new home behind towering warehouse windows atop curved corrugated metal and between thumping speakers. The 4 by 4 beat was reborn; and with it a new era for the Smiley. The United Kingdom witnessed the birth of a redefining sound.

Waving electronic beats pumping from North to South. London became the epicentre for the ‘House of Smiley’ – the rave capital; where everyone wore their Smiley with honour – the original party people with only a few rules: feel the vibes, spread the love and be one with the music.

Bringing a rebirth to the years where Smiley ruled the dance floors, Smiley London revisits the days of old and brings back to life the simplicity of wearing your smiley and keeping the beats alive. Back then it was about unity and togetherness.

Smiley Marketing Director, Daniel Jay, believes edgy revival of Smiley is exactly what the market was looking for: ‘Our roots as a popular culture icon have always been in music; specifically the birth of electronic and acid house. This musical phenomena, while adapted from around the world, came into its own in London through the explosive club scene and desire to unify a population of music lovers from different backgrounds. Smiley right now is a hot trend, so we’ve gone back in time and brought back the philosophy to the new age where young hip & cool kids rule the city streets with their style. On-trend patterns, application and conscious graphic design allow us to stand alongside our competitors, but with one major USP: a global icon appreciated by everyone and recognised across the globe’.