This month we are very happy to announce a new SmileyWorld collection in collaboration with French fashion powerhouse Serge Blanco, featuring a selection of men’s styles and accessories for every occasion.



The fun Smiley x Mr Serge range boasts a selection of simple yet stylish pieces, including polo and crew t-shirts, jumpers and cardigans, shirts and jackets, and even a cool weekend bag to keep all your essentials safe on the move! With clean lines, bold primary colours, sewn patches, and subtle Smiley details, this collection takes a distinctive approach to street style, fusing slouchy sportswear cuts alongside sharply tailored pieces to demonstrate the label’s versatile aesthetic.



Created by the famous French Rugby player (the Pele of Rugby!), the Serge Blanco brand has been dressing boys and men of all ages for the last 20 years, with unique collections that resonate throughout the sporting world and beyond. From humble beginnings with one small shop in the suburbs of Toulouse, Serge Blanco now boasts almost 70 exclusive shops, and is distributed through almost 600 leather-goods shops and boutiques in France, with 15 shops worldwide.