Ami re-launches Smiley collab for Spring 2018

Fashion brand Ami Paris has re-launched its popular Ami x Smiley collection for Spring 2018.

The co-creation between two like-minded brands is back in stores for another two years, as the hipster Parisienne streetwear brand and Smiley have agreed a new partnership until 2020.

The collection was first launched in 2015 and features pieces designed by Alexandre Mattiussi which focus on simple, well-fitting items with an urban edge.

Echoing Ami’s ethos of optimism, carefree fun, and good vibes, the range prominently features a creative mash-up of both brands logos, with the iconic Smiley sporting Mattiussi’s trademark Ami Paris red beanie.

“Alexandre has perfectly understood this opportunity," said Smiley CEO Nicolas Loufrani. "The menswear business requires consistency in the storytelling and collection structure, rather than always running after the latest promotional fad. Because of our common values and belief in positive thinking and seeing the light side of life, we have co-created this unique new brand that is co-owned by Smiley and Ami Paris and here to be built thinking about the long term.”

The line features a range of products including tees, polos, sweatshirts, shirts, jumpers, cardigans, caps, beanies, iPhone covers and keyrings.

“Inspired by the likes of Adidas, Stella McCartney and Yohji Yamamoto, we have always wanted to find a long term partner to build the upper segment for our brand, rather than constantly search for new collaborations,” added Loufrini.

This exclusive range is available now in Ami Paris’ designer store in Paris, across some of the world’s leading speciality independent boutiques, and in Ami’s online store. 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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