It’s time to rejoice! Popular Ami x Smiley collection are back in fashion. Parisienne streetwear brand and Smiley announced a new partnership until 2020.
Launched in 2015, the partnership is the brainchild of globally renowned designer Alexandre Mattiussi. The ace-designer boasts simple, well-fitting clothing with an urban edge.
Inspired by Ami’s carefree fun and good vibes, the new collection will feature a creative mash up of both brands logos, with the iconic Smiley sporting Mattiussi’s trademark Ami Paris red beanie.
Speaking on the new collaboration, Smiley CEO Nicolas Loufrani said, “Alexandre has perfectly understood this opportunity. The menswear business requires consistency in the story telling and collection structure, rather than always running after the latest promotional fad. Because of our common values and belief in positive thinking and seeing the light side of life, we have co-created this unique new brand that is co-owned by Smiley and Ami Paris to be built thinking about the long term.”
The new clothing collection will comprise a range of products including tees, polos, sweatshirts, shirts, jumpers, cardigans, caps, beanies, iPhone covers and keyrings.
Ami continues to gain recognition as one of the coolest streetwear brands, known for combining urban styled silhouettes with a mix of preppy designs that draw influence from global skater culture and Paris’ burgeoning art scene.
The exclusive range is available now in Ami Paris’ landmark designer store in Paris, across some of the world’s leading specialty independent boutiques, and in the official online store.
