Smiley signs denim deal with VF Corporation

Smiley has announced a new partnership with lifestyle apparel brand VF Corporation for a line of denim products set to drop in Autumn 2017.

As Smiley continues to celebrate its anniversary in 2017, this new collection will continue to expand Smiley’s product reach into denim and showcase the brands’ ability to be worn across the complete fashion lifestyle. It will also aim to highlight both brands commitment to design through denim innovation, superior comfort and craftsmanship.

“This is the first time we have the privilege of working with VF Corp and this is a great present on our 45th anniversary," commented Smiley CEO Nicolas Loufrani.

"We are very happy to celebrate it with Lee, which is a brand with such an incredible history and a great culture of denim. The SMILeeY collection we have co-created is the first real denim collection we do since the psychedelic patch collections my father launched with Levi’s in 1973. It is a real cult edition that will with no doubt bring happiness to Lee and Smiley fans.”

VF are a front-runner in branded lifestyle apparel, footwear and accessories, with global iconic brands such as The North Face, Vans, Timberland, Wrangler, Lee and Nautica. The line will launch in Asia in July.

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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