This month sees the launch of three new spring/summer collections from Smiley Factory, all inspired by the firm's 40th anniversary.
Smiley - Happy Deluxe is a cool, trend-led collection for men and women which aims to embody the feel good and playful spirit of Smiley. This season the collection returns to its roots for a laidback take on its 1970s musical heritage with the Hippy Deluxe line.
Moving on, and Smiley Society is a lifestyle concept based on youth culture style tribes, aimed at 15 to 20 year olds. Smiley Happy Collection, meanwhile, is a basic collection for 18 to 30 year olds which includes t-shirst, polo shirts and hoodies bearing the original Smiley in a range of primary colours.
All three collections will be available from Smiley's flagship store at Boxpark in London, as well as online.