Smiley is no stranger to fashion collaborations. A new edition to the edgy fashion partnerships of the year is with Italian uber-cool brand, ‘Happiness’ – a street style leader in Italy.

The premier launch for this collaboration was at Pitti Uomo in Florence, the leading fashion trade show which is been a launch pad for many successful brands in the past, and where the smiling yellow face got the chance to show for the first time his smiley t-shirts.

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Happiness has prided itself on being innovative and original – much like our iconic Smiley. Their stand concept at Pitti was a perfect illustration of this; delivering crowds of onlookers for a real demonstration of Krav Maga, the Israel self-defence martial art with the Italian actress Elisabetta Canalis. Now that’s original!

Enjoy the pics :)

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