For AW15, Smiley London launches a fun, new, and very fashionable interpretation of the Smiley face. The inspiration behind the collection is folkloric trend and punk, which channels styles from the 60s and 70s in a mix of patterns.

Launching for Fall, our Culture Clash concept is very expressive and edgy with lots of red and black colours, representative of the British punk youth movement.


Punk fashion is always evolving and is all over the street this upcoming season. The Smiley London line is perfect for those willing to stand out and express some inner attitude. Graphics are inspired by London punk culture with messages of rebellion and anarchy such as ‘God save the queen’ and ‘what the punk’?

The Folkloric concept evokes the seasonal transition into winter and is inspired by hippy culture with an autumnal folk tale.  As a globally recognized icon we envision Smiley as the mystic symbol of happiness and instil a sense of dreamy industrial romanticism with the great outdoors to create a modern folkloric vision of smileys future.


Flocking, heat transfers and photo real techniques feature heavily across men and women’s crew graphics and transitional hoodies. Some include patterns that are abstract ethnic, baroque swirls, and retro geometrics in a mix of warm earth tones and folky art.