Joshuas' first capsule collection with Smiley

Joshuas, the Italian brand devoted to the creation of luxury sneakers, or as its CEO and creative director Vittorio Cordellaprefers to call them, "high-street couture sneakers", is about to expand into clothing production with a direct-to-consumer business to be launched later this month. The first capsule produced by the brand with the Smiley Company is completely genderless, it can boast a preppy aesthetic elevated by the presence of the iconic smiley, which decorates its garments. Speaking about the collaboration, Vittorio Cordella explained:

In this delicate moment I wanted to offer something playful and fun but also relaxed hence the oversized silhouettes. We all need positivity in our life combined with comfort and of course, quality.

This first capsule collection (the first of a series of collections that will feature the Smiley icon) consists of ten items and includes shirts, cashmere mixed sweaters decorated with large smiley and embroidered sweatshirts that evoke the cities of New York and Los Angeles. Los Angeles is moreover the scenario chosen for the lookbook that evokes the cheerful mood of the collection by imagining a student party in the garden of a Hollywood villa.

Inside the capsule there are also a series of military jackets created with the upcycling method, that is, recovered from the military surplus stores in Los Angeles and customized with a Smiley on the back – the first step of a sustainable project of the brand that will soon implement the upcycling of vintage garments.