Smiley Teams with Reclaimed Vintage by ASOS on New Line

The Smiley Company - November 2019

Licensed clothing specialist, Poetic Brands, has again partnered with ASOS, the destination fashion retailer for young adults, for a new collection of clothing and accessories featuring the much loved and globally recognised Smiley brand.

The Reclaimed Vintage line includes strikingly designed sweatshirts, joggers, hoodies and co-ords, aimed at a twenty-something unisex audience. The range also incorporates accessories including a bag and a hat. The unmistakable yellow stylised face is set on a monochrome palette to create a unique and arresting offering.

Born in 1972, to journalist Franklin Loufrani, Smiley’s simple message of ‘Take time to smile’ is still just as relevant 50 years on. The company now incorporates hundreds of emoticons and the original drawing went on to grace the covers of landmark music albums, is embraced as a symbol of DJ culture and is worn by celebrities and trendsetters worldwide.

The success of the brand is mirrored in its phenomenal licensing programme, having featured on thousands of products from over 800 licensees, generating more than $1 billion in retail sales. The Smiley Company is recognised as one of the TOP150 licensing companies in the world, with trademarks in more than 100 countries. The consumer products range extends to more than 12 product categories in sectors such as apparel, home decor, cosmetics, toys, stationery, publishing and more.

Founded in 2000 as an online fashion retailer for a young adult audience, ASOS today sells over 85,000 branded and ASOS brand products through localised app and mobile/desktop web experiences, delivering from fulfilment centres in the UK, US and Europe.

Elliot Matthews, Director of Poetic Brands, says: “The new Reclaimed Vintage X Smiley range embodies the ethos of the Smiley Company with it’s fun, edgy, instantly recognisable designs. The range takes on the heritage of the Smiley brand, while keeping the product offering on-trend and relevant to young adult fashionistas. We’re delighted to be working with ASOS again as the perfect retailer for the collection.”