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Smiley bags new Eastpak partnership

Streetwear themed Smiley graphics to launch across backpacks, mini bags and wheeled luggage.

Smiley has confirmed a new collaboration with global explorer brand Eastpak.

The deal will see three Eastpak x Smiley streetwear themed graphics launch across a collection of backpacks, mini bags and wheeled luggage.

The collection – co-created between the design teams at Eastpak and Smiley Studio – features monochrome graphic prints of all-over Smileys and silkscreen applications of Smiley’s eyes and mouth on camo prints with happiness yellow.

It will drop at retail internationally from spring 2020.

“I’m very excited about this partnership; we’ve wanted to work with Eastpak for some time and the backpack market continues to be one of the fastest-growing and most invested accessory items at retail today and Eastpak is one of the market leaders,” explained Nicolas Loufrani, ceo of Smiley.

“There’s a great alignment between both brands and a shared passion for creating very cool graphics to make products that stand out from the crowd for the fashion-savvy consumer.”

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