Poetic Brands brings smiles to Asos

Reclaimed Vintage fashion collection launches online, bringing the The Smiley Company’s striking yellow emoticon to new range aimed at unisex twenty-something audience

Written by Rhys Thomas

Posted 20.11.2019 | Apparel

Poetic Brands brings smiles to Asos thumbnail

Licensed clothing specialist Poetic Brands has teamed back up with online fashion retailer ASOS for a new collection of clothing and accessories featuring the much loved and globally recognised Smiley brand.

The Reclaimed Vintage line includes strikingly designed sweatshirts, joggers, hoodies and co-ords, aimed at a twenty-something unisex audience. The range also incorporates accessories such as bags and a hats with the unmistakable stylised yellow face contrasting against a monochrome palette.

Elliot Matthews, Director of Poetic Brands, says: “The new Reclaimed Vintage X Smiley range embodies the ethos of the Smiley Company with it’s fun, edgy, instantly recognisable designs.

“The range takes on the heritage of the Smiley brand, while keeping the product offering on-trend and relevant to young adult fashionistas. We’re delighted to be working with ASOS again as the perfect retailer for the collection.”


The collaboration with The Smiley Company is the latest in the Smiley brand consumer products range, which extends to more than 12 product categories in sectors such as apparel, home decor, cosmetics, toys, stationery, publishing and more.

The Smiley brand now incorporates hundreds of emoticons beyond the iconic smiley, and has featured on thousands of products from over 800 licensees, generating more than $1 billion in retail sales.


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