World-leading headwear brand New Era is collaborating with counter-culture icon, smiley face for the first time. As part of Smiley’s 50th anniversary, both brands are collaborating to re-imagine New Era’s classic 59FIFTY silhouette, which showcases one of the most recognizable logos in the world – the smiley face symbol.
The updated silhouette for this collab is New Era’s original 59FIFTY, with an all-black exterior and a contrasting, striking yellow visor with a repeat pattern of the smiley face icon on the inner lining. The original smiley face icon is also featured on the front of the cap, with the number “50”, a nod to the brand’s anniversary. The lettering “Take the time to smile!” is located on the left side of the cap opposite the New Era flag logo on the right side. The text references the Smiley Anniversary 2022 slogan, which calls people to cultivate more gratitude, compassion, and loving energy through the power of smiling.
The partnership is the first of two releases, with one more to follow later this year.
Originally used in 1972 to highlight feel-good stories in a number of Europe’s leading magazines, the smiley face symbol has become one of the leading cultural symbols of the last five decades, from graphic design to subculture symbolism, gaining a reputation for inspiring people in bring difficult times together. 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. The smiley face is synonymous with positivity and creativity which has been part of the New Era brand DNA for over 100 years, ensuring perfect brand alignment and a natural fit.
About New Era
Since 1920, New Era has been handcrafting the finest headwear in the world. Today, the brand is a market leader with accessory and apparel lines with a primary focus on sports influencing street and lifestyle culture worldwide. With over 500 licenses in its portfolio, New Era is the brand of choice in the world of sports, fashion, music and entertainment. The company is headquartered in Buffalo, NY and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visitwww.neweracap.com and on the social networks @neweraeurope.
ABOUT SMILEY
Created in 1972 by French journalist Franklin Loufrani to spread good news, the Smiley brand has become one of the most important symbols in graphic design, bringing people together through a creative message that spreads positivity and takes social and emotional learning to the forefront agenda. Smiley is a universal counterculture symbol with a positive message that has influenced generations around the world. Reinvented and redefined by generations of activists, artists and creators, Smiley will continue to thrive and influence generations to come.
In 1996, Franklin’s son Nicolas Loufrani took the helm when the world was in the midst of the digital revolution and saw a great opportunity to bring Smiley into the digital world. Nicolas created a whole new way of communicating by using a variety of facial expressions on the original smiley to convey emotion. His emoticons are now used daily by people all over the world.
With the aim of making the world a happier, kinder and more conscious place, Loufrani founded Smiley Movement in 2017. Smiley Movement is a non-profit community dedicated to inspiring positive change in society and addressing pressing societal and environmental issues. Smiley Movement provides a cross-media platform of news, videos, events and awards that connects the nonprofit sector with the general public to educate people and inspire positive action.
Today, The Smiley Company is one of the world’s leading licensing companies, spanning everything from fashion to homeware to food and beverage, and continues to look to collaboration as a way to spread this important message. In 2022, Smiley will revisit its original “take time to smile” message, which is still as timely as ever, and spread that positive message through global operations, brand collaborations and wellbeing experiences. More than an icon, a brand and a lifestyle, Smiley is a spirit and a philosophy and a reminder of how powerful a smile can be.