Championing the LGBTQ movement and tapping into authentic causes that consumers care about, the collection of Pride-inspired T-shirts use the Smiley Original logo in a simple format in the centre of the garment but alter it to show a rainbow or is set on a psychedelic ‘70s backgrounds in pastel and bright hues. The collection launched exclusively at Saks Fifth Avenue in April during Gay Pride, timing perfectly with event activations.

 

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