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Smiley grows AR partnerships with de-Kryptic deal

Range of apparel and accessories will bring fashion and immersive tech closer together.

The Smiley Company has secured a new deal with de-Kryptic to create a range of Augmented Reality apparel and accessories under the SmileyWorld brand.

The range – which launches at retail later this year – features pioneering technology that brings clothing and accessories to life with 3D animations, rich sound effects and the ability to create sharable content across all social platforms.

The AR Smiley collection will include tees, crewnecks, hoodies, backpacks, bags and collectable boxes aimed at ages 16-29.

Smiley’s on-trend seasonal graphics will get the AR remix through the ‘Boosted Art App’, which is available to download on the Apple and Google Play stores.

“This partnership couldn’t come at a better time, with CNN predicting that 2019 will be defined as a landmark era in the evolution of hyperpersonalisation, with A/R-driven personalisation trends targeting a range of new applications focused on health, finances, shopping and everything in between,” said Nicolas Loufrani, ceo of The Smiley Company (pictured). “We think de-Kryptic tick a lot of these boxes as they fuse fashion industry ‘know how’, with a unique understanding of tech and A/R to create something truly stand out in the market and in keeping with SmileyWorld’s digital legacy.”

US-based de-Kryptic is part of Virtual Threads Inc, with two of the companies other subsidiaries – SmugglersMoon (high-end denim brand) and Heritage by America (mid-market fashion retailer) – also signing licensed deals under the Smiley brand to create upscale apparel and denim products which will launch at retail in early 2020.

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