We recently published an interesting conversation we had with Nicolas Loufrani, CEO of The Smiley Company, about licensed brand collaborations, in which he explained the brand’s licensing strategy and some little secrets for developing long-term partnerships with like-minded fashion brands.
To prove the commitment of Smiley to engage the hippest labels to create outstanding brand experiences, here is a new collaboration that goes beyond the high recognizability or positive emotional impact that this brand has on the consumer, and draws directly for Smiley heritage and history.
Just in time for the beginning of the UK summer festival season, this second collab with Pretty Green, celebrating fun, freedom and imagination, was inspired the iconic Smiley face’s part in music history. Linked to festivals, artists and DJ’s, Smiley has become a world renowned icon in the industry.
The psychedelic atmospheres of the 60s music festivals and the 80s acid house music that turned Britain upside-down and inside-out during the second “Summer of Love” in 1989 are key inspiration for the range.
Soul of the collection is a swirling marble pattern filled with a vibrant 80s colour palette and digitally enhanced with a warped Smiley.
Realized using a blend of ink and milk, two liquids that endlessly interact with each other, the idea was to create a pattern that was always changing like the oil lamp projections used over psychedelic bands during music festivals in the 1960s, mixing the images with the soundwaves to create hallucinogenic experiences for those watching. A print that taps into the ecstatic energy and infectious freedom that flows through crowds at summer music festivals.
The collection is comprised of 30 pieces, from T-shirt’s, sweatshirts, polo shirts and shirts to shorts, jackets and parkas. The psychedelic lava and smoke all over prints are featured on a lot of the collection, including the cape and backpacks and bucket hats. The range is inclusive, for both men and women, embracing the current unisex streetwear trend. The ‘SUMMER OF LOVE ‘89’ message is embossed alongside bold graphics, referencing the fly posters of the era.
To promote the launch of this collaborative collection, Pretty Green shot a series of festival-themed videos, teased on social media pre-launch to raise awareness of the collection and organized a series of musical events – #PrettyGreenLiven – with emerging DJs and musicians in Manchester, where the brand’s flagship store is located, transforming this collaboration into something that goes beyond the product, engaging consumers in a 360 ° brand experience.