New Era launches its second collaborative installment with Smiley

The latest drop features different variations of the Smiley icon including a merging double Smiley icon emblazoned on the front and back of casuals and headwear. Further graphics include a crossover of team sport logo tees and hoodies overlaid on the familiar Smiley icon, and another reflecting retro club promotion flyers with ‘good energy club’ printed across the front. The collection will be available in white, black, green jade and nude blush sky colourways.

The Smiley icon was originally used in 1972 to highlight feel-good stories in a host of Europe’s leading newspapers and would go on to become one of the leading cultural icons of the last five decades from graphic design to subculture symbolism, gaining a reputation for bringing people together in chaotic times. This spirit of togetherness is also echoed in New Era‘s roots, as the brand unites fans from different walks of life to come together to show their love and affiliation to a specific team, brand, artist, or athlete.

Smiley has been at the forefront of culture shifting moments over the past 50 years and has helped define fashion, music, and popular culture across two centuries. The icon is synonymous with positivity and creativity which have been part of New Era’s brand DNA for over 100 years, ensuring the perfect brand alignment and a natural fit.

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