New Era unveils the second instalment of its partnership with Smiley, the renowned counterculture emblem. Both businesses are partnering up for the second time to reinvent some of New Era’s classic styles as part of Smiley’s 50th anniversary festivities throughout the year.
The Smiley icon was first used in 1972 to highlight feel-good stories in leading newspapers, and it emerged as one of the leading cultural icons of the last 5 decades, spanning design work to subculture symbolism, and establishing a reputation for connecting people together during times of turmoil. This attitude of solidarity is also reflected in New Era’s beginnings, as the brand brings together supporters from all walks of life to display their love and loyalty to a certain team, company, musician, or athlete.
At the start of this year, the two brands debuted a reinvented 59FIFTY silhouette, while the second drop offers a broader range of 9FORTY, Trucker hats, Bucket hats, t-shirts, hoodies, and joggers. The current collection includes a merging double Smiley emblem splashed across the front and back of casuals and hats, as well as other versions of the Smiley icon.
Smiley has been at the vanguard of cultural shifts over the past 50 years, helping to define fashion, music, and popular culture throughout two centuries. The emblem is linked with positivity and inventiveness, which have been ingrained in New Era’s brand DNA for over a century, providing ideal brand alignment and a natural match.