In its mission to positively influence the global fashion space into more responsible consumption and production methods, the Smiley has revealed two bold new collections falling under its Future Positive Creators Fund.
Moving to showcase the methods in which fashion can ‘create more conscientiously’, fashion designers Christian Cowan and Theophilio have developed a collection of limited edition items utilising both responsible and circular sourcing solutions.
Both these Spring/Summer 2025 collections have been co-developed with the Smiley brand and incorporate the iconic motif within their collections in unique ways, whether that is by incorporating an element of horror-meets high-octane glamour or a New York street style filled with ‘relentless spirit.’
First up, and paying homage to the horror and murder mystery genre, Christian Cowan’s collection of womenswear consists of silver, black, and cobalt blue items with sharp, layered tailoring, while bringing a unique interpretation of the Smiley ethos to the runway through the use of gold leaf.
“The process that I’m using in the Smiley collaboration, from gold leaf being heat pressed with very little wastage, and a very tight production of garments, allow us to have minimal environmental impact,” said Christian. “We believe there is always more to do, and being as sustainable as possible is important.”
This collection is followed by that from Theophilio, a contemporary label established in 2016 by the Jamaican-American designer, Edvin Thompson. His SHAUNIE 2.0 collection is all about celebrating the bold fusion of New York City’s eclectic street style with a modern twist. The Smiley pieces are a ‘bold, fresh take on fashion that honours both creativity and environmental responsibility.’
“Partnering with an organisation such as The Smiley Company means a lot,” said Edvin. “It’s very honest, and for me, coming from humble beginnings, that’s how I love to approach any partnership or collaboration.
“We’ve used recycled materials throughout the collection and that’s a staple of Theophilio, allowing people to wear clothes that champion the best parts of ourselves.”
The Future Positive Creators Fund was born out of Smiley’s Future Positive sustainability initiative corresponding with its partnership with the United Nations to deliver UN Sustainable Development Goal 12: Responsible Consumption and Production.
The fund works to assist emerging creators in transitioning towards a more ethical, responsible, and circular approach to design, sourcing, and manufacturing.
Ross Wilson, chief product officer, Fashion at Smiley Company, said: “The Smiley Future Positive collections are all about embracing optimism and innovation. Each piece not only inspires positivity but encourages more responsible change in the fashion industry. They are symbols of the future we want to create – one that empowers everyone to make a bold, joyful statement.
“It’s been a real pleasure working with Christian Cowan and Theophilio and their teams to bring their unique visions to life.”
