Marking its 45th anniversary this year, the Original Smiley brand has forayed into footwear segment with iconic brand, Palladium. The deal will feature Palladium’s most iconic style - the Pampa Hi boot. The Smiley icon it its trademark yellow and black has been added to the style. commenting on the partnership, Nicolas Loufrani, CEO of Smiley said, "This is a great partnership for us, which showcases the substantial opportunities that are available when partnering with Smiley in footwear, which continues to be a growth area for our business." “I believe this collaboration ticks all the boxes; authentic, commercial and cool, which is just the types of projects that we are using to leverage our 45th anniversary to ensure our partners sell more products," he added. “I personally love this partnership as it brings together two brands deeply rooted in music, music festivals and 1990’s pop culture and showcases the influence we have had on the grunge and rave scenes for nearly three decades." This year also marks Palladium’s 70th anniversary. Along with Smiley, Palladium too has a strong heritage with the music scene having been discovered during the grunge and rave scenes in the 1990’s, particularly through their iconic Pampa boot that became a fashionable look on a global scale, selling one million pairs of boots in a year. The exclusive capsule collection is due to launch at retail this Spring’17.