The new Champion x Smiley® collection reinvents the classic pieces of the Champion Rochester line with an extra touch of good humor.

To celebrate the first 50 years of the brand, the Collector’s Edition of Champion – in collaboration with Smiley® – presents a new collection for men and women, with the iconic smiling logo redesigned by the famous graffiti artist André Saraiva and all made of a new fabric premium: Reverse Weave.

The collection, already available on the Champion website, features a wide range of products: T-Shirts, hooded sweatshirts, Joggers, but also Shorts and sports accessories, such as pool slippers with the all-over print of the iconic brand.

As Nicolas Loufrani, CEO and founder of The Smiley Company, told to Brand Jam, the celebration of the brand’s 50th anniversary includes many, more than 50, important collaborations ranging from Top Brands to Fast fashion chains.

The complete interview with Nicolas Loufrani is available here: BRAND JAM