eOne adds roster of apparel and accessory firms to bolster adult lifestyle brand.

So So Happy grows US programme with new fashion partners

eOne is continuing to build up the profile of lifestyle brand So So Happy in the US, adding a raft of new apparel and accessory licensees to its portfolio.

The firm has teamed up with alternative fashion company Iron Fist, which is known for its edgy, contemporary styles inspired by street art and underground culture. The new collection will include fashion tops and bottoms, blouses, sweaters and coats, dresses, jumpsuits and footwear.

Meanwhile, pop culture fashion firms Loungefly and Goodie Two Sleeves are also on board to produce a collection of So So Happy apparel and accessories for the US market.

Goodie Two Sleeves has positioned itself as a provider of tees, hoodies and related separates, often with funny but positive sayings.

Meanwhile, the Loungefly collection will include fashion bags, wallets, coin purses, lanyards, lunch boxes, plush bags, backpack clips and novelties featuring So So Happy’s characters and designs. The line will be previewed at Magic and will launch in the autumn.

The new deals follow on from the recent signing of Kelly Teegarden Organics as the brand’s cosmetics partner.

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