Collaboration with streetwear brand previewed at PUMA’s basketball pop-up event.
The Smiley property has revealed its latest collaboration, with streetwear brand Chinatown Market.
The collection includes graphic-inspired Smiley x Chinatown Market t-shirts, packable sling bags and a Smiley basketball, previewed at PUMA’s exclusive basketball pop-up event during this season’s NBA draft in New York.
Further products are also due to launch in the autumn.
Chinatown Market worked closely with Urban Outfitters to launch the Smiley basketball, which was accompanied by a custom Smiley face basketball hoop designed by LA-based artist Victor Solomon, featured at the PUMA pop-up event during the NBA.
“Smiley is a global lifestyle brand admired by many and the PUMA USA team are pros at spotting the coolest streetwear trends,” said Nicolas Loufrani, founder and ceo of The Smiley Company. “They’ve tapped into the cult following that the Smiley x Chinatown Market is getting at the moment.
“The Smiley Chinatown Market co-branded streetwear collection explores the idea of contrasting cheeky graphics, while paying tribute to the authenticity of Smiley’s brand DNA and sharing cool positive vibes.”