Smiley Bags Eastpak For Exciting New Line

The Smiley Company - October 2019

Smiley is pleased to announce a special collaboration with Eastpak, the global explorer brand famed for its innovative solutions for urban mobility. The partnership will see 3 Eastpak X Smiley streetwear themed graphics launch across a collection of backpacks, mini bags, and wheeled luggage.

Fusing a brand famed for its technical expertise in bag development with the iconic image of counter-culture gives this urban explorer range a fashion-forward edge with a tongue-in-cheek sense of humour. The collection, which was co-created between the design teams at Eastpak and Smiley Studio, features monochrome graphic prints of all-over Smileys and silkscreen applications of Smiley’s Eyes and Mouth on camo prints with happiness yellow.

There is a unique brand synergy between Eastpak and Smiley, with both brands having a history of creating market-leading collaborations and both enjoying a reputation for being constantly reinvented and redefined by the artists and creators that continue to shape the world we live in today.

Speaking about the partnership Smiley CEO Nicolas Loufrani said, “I’m very excited about this partnership, we’ve wanted to work with Eastpak for some time and the backpack market continues to be one of the fastest-growing and most invested accessory items at retail today and Eastpak is one of the market leaders.” Loufrani added, “There’s a great alignment between both brands and a shared passion for creating very cool graphics to make products that stand out from the crowd for the fashion-savvy consumer.”

The Eastpak X Smiley collection is due to drop at retail internationally from Spring 2020.