Happy days: Smiley® teams with H&M for ’90s-inspired streetwear

Published on: 15th November 2021

Smiley® is launching a new streetwear collaboration with fashion giant H&M.

Designed for both men and women, the collection is infused with full-on retro vibes, and is supported by a 90s-influenced, upbeat and vibrant campaign that is “a youthful symbol of defiant optimism”.

The collection includes tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks, as well as fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The colour palette is light purple, off-white, soft beige and solid black. The vast majority of the collection is made using more sustainable materials.

The Smiley® is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art. The new Smiley® x H&M collection offers “an exciting and playful mix of 1990s style and hyper-modern touches” and launches on November 30 in selected stores and at


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