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Smiley Extends A/R Partnerships, Announcing New Deal with de-Kryptic

By Press Club


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Smiley have teamed up with US based A/R innovators de-Kryptic to create a range of apparel and accessories dedicated to bringing fashion and immersive tech closer together.

LONDON, 18th April 2019

As Smiley continues to find ways to engage with Gen-Z, the brand announces a new deal with de-Kryptic, who will create a range of Augmented Reality apparel & accessories under the SmileyWorld brand. The range, which launches at retail later this year, features pioneering technology that brings clothing and accessories to life with 3D animations, rich sound effects, and the ability to create sharable content across all social platforms.

This new A/R Smiley collection will feature tees, crewnecks, hoodies, backpacks, bags and collectible boxes for young adults and adults ages 16-29 SmileyWorld’s on-trend seasonal graphics will get the A/R remix through the ‘Boosted Art App’, which meets Gen-Z’s demands for experiential and immersive wearable tech. Featuring the latest in cutting edge AR, Boosted Art is now available for free download on the Apple and Google Play stores.

Nicolas Loufrani, CEO of The Smiley Company spoke about the new partnership, “This partnership couldn’t come at a better time, with CNN predicting that 2019 will be defined as a landmark era in the evolution of hyperpersonalisation, with A/R-driven personalization trends targeting a range of new applications focused on health, finances, shopping and everything in between. We think de-Kryptic tick a lot of these boxes as they fuse fashion industry ‘know how’, with a unique understanding of tech and A/R to create something truly stand out in the market and in keeping with SmileyWorld’s digital legacy.”

This partnership with de-Kryptic forms a core part of Smiley’s strategy to leverage the latest available technology to continue to engage the iconic pop culture brand with a new generation of consumers.

de-Kryptic are part of Virtual Threads Inc, and 2 of the companies other subsidiaries, SmugglersMoon (high-end denim brand) and Heritage by America (mid-market fashion retailer) have also signed license deals under the Smiley brand to create upscale apparel and denim products that will launch at retail in early 2020

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