Smiley is the original collaborator brand, our defiantly optimistic energy has inspired generations for over 50 years. The enduring positive impact of the most universally recognizable symbol in the world, represented freedom in the 1970s, defined music subcultures in the 80s and 90s and, in the 2000s, alongside our growing fashion and art status, became a vanguard of the digital revolution with the creation of the emoticons – a new visual form of communication. Turning 50 in 2022, Smiley is leading the way once again with the launch of a first-of-its-kind ­campaign Future Positive, working with brands across the globe to tackle worldwide social and climate injustice through sustainable and transparently-produced products.