Smiles are back in fashion at Ami Paris this month, with the re-launch of the hugely popular Ami x Smiley collection! The co-creation between 2 like-minded brands is back in stores for another 2 years, as the hipster Parisienne streetwear brand and Smiley agreed a new partnership until 2020. The collaboration, which first launched to critical acclaim in 2015, is the brainchild of globally renowned designer Alexandre Mattiussi, and boasts simple, well fitting clothing with an urban edge. Echoing Ami's positive ethos of optimism, carefree fun, and good vibes, the range prominently features a creative mash up of both brands logos, with the iconic Smiley sporting Mattiussi's trademark Ami Paris red beanie. “Inspired by the likes of Adidas, Stella McCartney and Yohji Yamamoto, we have always wanted to find a long term partner to build the upper segment for our brand, rather than constantly search for new collaborations.” Speaking about the new partnership, Smiley CEO Nicolas Loufrani said, “Alexandre has perfectly understood this opportunity. The menswear business requires consistency in the story telling and collection structure, rather than always running after the latest promotional fad. Because of our common values and belief in positive thinking and seeing the light side of life, we have co-created this unique new brand that is co-owned by Smiley and Ami Paris and here to be built thinking about the long term.” The new line echoes the positive ethos of the Ami brand: optimistic, cool, carefree and in search of good vibes and features a range of products including; tees, polos, sweatshirts, shirts, jumpers, cardigans, caps, beanies, iPhone covers and keyrings. Ami continues to gain recognition as one of the coolest streetwear brands today, effortlessly combining urban styled silhouettes with a mix of preppy designs that draw influence from global skater culture and Paris' burgeoning art scene. This exclusive range is available now in Ami Paris' landmark designer store in Paris, across some of the world’s leading specialty independent boutiques, and in Ami's online store.
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