Today, the world’s leading headwear brand New Era launches the second part of their collaboration with the legendary brand Smiley. As part of Smiley’s 50th anniversary, which will be celebrated throughout the year, both brands are teaming up for the second time to reinterpret some of New Era’s classic models. In early 2022, the two brands released a redesigned 59FIFTY silhouette, while the second drop features a broader selection that includes 9FORTY, trucker caps, bucket hats, t-shirts, hoodies and joggers.
The latest collection features different variations of the smiley icon, including a merging double smiley icon that appears on the front and back of apparel and headwear. The collection will be available in white, black, jade green and nude blush sky.
Originally used to highlight positive stories in a number of Europe’s leading newspapers in 1972, the smiley face symbol has grown to become one of the most significant cultural symbols of the last five decades, from graphic design to subculture symbolism, gaining a reputation for inspiring people in bring together chaotic times. This spirit of togetherness is also reflected in New Era’s roots, as the brand brings together fans from different walks of life to show their love and allegiance to a particular team, brand, artist or athlete.
Smiley has been at the forefront of culture-changing moments over the past 50 years, shaping fashion, music and pop culture for over two centuries. The icon is synonymous with positivity and creativity, which has been part of New Era’s brand DNA for over 100 years, allowing for perfect brand alignment.