Smiley signs with Sweetpants for ‘athleisure’ apparel

Smiley has announced a new collaboration with leisure brand Sweetpants for a range of ‘athleisure’ apparel including joggers, caps and shorts.

The capsule collection will feature imagery of the Smiley branding including relaxed joggers that feature Smiley’s eyes and mouth detailing and signature trucker caps in an array of modern all overs and bold icon prints and bright colour pops

“Sweetpants is currently the most interesting brand for developing leisure products and in particular jogging bottoms in Europe and is being bought by a very cool crowd," said Smiley CEO, Nicolas Loufrani.

"We are very happy to bring our Original Smiley logo onto their products. This is part of our strategy to develop the distribution of our products in boutiques which is where we reach the young people who make the trends and expand our athleisure offering."

Sweetpants have numerous boutique stores across France and feature in all major department stores.

The collection is online sale now via the Sweetpants website and retail stores

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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