BOSTON, Oct. 6, 2025 /PRNewswire/ — Life is Good, the original positive lifestyle brand, is joining forces with S.W.Smiley®, the young adult focused lifestyle brand from The Smiley Company, to spread the power of optimism and self-expression through a multi-year partnership featuring fashionable, uplifting graphics. Each drop will champion a global community of optimists through inclusive, purpose-driven design and storytelling.
The collection will include crusher tees, boxy tees, shrunken tees, and hats, ensuring there’s a style for everyone to feel empowered in their expressiveness. The bold visuals and affirming messages of S.W.Smiley, invite people to wear what they believe in; turning optimism into a shared signal – something consumers can live, feel, and wear. The collection represents more than just a style choice; but a part of a growing global community where every design feels like a badge of belonging.
“This collaboration felt like a natural fit from the beginning. Our brands have a mutual goal to spread optimism and reinforce the perspective that positive energy is powerful energy,” says Linne Kimball, Vice President of Strategic Partnerships at Life is Good. “Together with S.W. Smiley, we believe we can create a worldwide, positive lifestyle movement!”
Ross Wilson, Chief Product Officer for The Smiley Company, said, “S.W.Smiley is a brand that allows adults to truly embrace self-expression, and be unapologetic in showcasing who you are and what you wear. The partnership with Life Is Good is a great example of two brands united by authentic positivity to showcase the power of self-expression.”.
A percentage of proceeds from this partnership will be donated to The Playmaker Project which provides trauma-informed, optimism-infused training, resources, and ongoing support to a growing community of 25,000 early childhood professionals who reach over one million kids each year. Annually, Life is Good donates over 10% of net profits to the Playmaker Project and the exclusive Life is Good & S.W. Smiley “The Future is Bright” tee, will be donating additional proceeds directly to the Life is Good Playmaker Project.
The first drop will also include three limited-edition, digital exclusive styles with only 100 units of each, available for only the first 72 hours (10/1 – 10/3). Each collection following will include tight, limited-run tees plus evergreen styles that remain on-site until the next drop of the collaboration.
To browse the full capsule collection and learn more about this multi-year partnership, please visit lifeisgood.com/swsmiley.
About Life is Good
®
Life is Good, the original positive lifestyle brand, is dedicated to spreading the power of optimism. By creating and selling products featuring positive art and messaging, we inspire optimism as a practice. Both a business and a non-profit, Life is Good donates more than 10 percent of annual net profits to The Life is Good Playmaker Project, which helps over 1 million kids each year to heal from trauma and grow into the next generation of optimists.
Visit a local Life is Good store near you or LifeisGood.com to learn more. You can also follow Life is Good on Instagram, TikTok, Facebook, X, and LinkedIn. Life is Good® is a registered trademark of The Life is Good Company.
About S.W.Smiley®
Introducing S.W.Smiley, a dynamic fusion of raw attitude and edgy style inspired by the underground subcultures of the global streetwear scene. S.W. Smiley breaks free from conventional norms, embracing the rebellious spirit of emerging tribes and diverse cultural influences.
Step into the world of S.W.Smiley and unleash your inner rebel. From minimalist designs to bold graphics and eclectic prints, S.W.Smiley invites you to defy expectations and stand out from the crowd. It’s about pushing boundaries, breaking rules, and embracing the power of self-expression without compromise.
Partnering with S.W.Smiley means embracing the pulse of the underground scene and tapping into a culture where authenticity reigns supreme. Align your brand with the raw edge of S.W. Smiley and elevate your product offerings to new heights of coolness and street cred.
Join us on a journey where style is a statement, and conformity is a thing of the past.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
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SOURCE Life is Good
