MAM

Entertainment One’s So So Happy adds new fashion partners

MUMBAI: Entertainment One (eOne) continues to bolster the US licensing programme of its popular teen/young adult lifestyle brand So So Happy with addition of a new roster of category-leading apparel and accessory partners.

 

The announcement follows close behind the recent signing of Kelly Teegarden Organics as the brand’s cosmetics partner.

 

The company is excited to announce a new collaboration with legendary alternative fashion company Iron Fist, known for its edgy, contemporary styles inspired by street art and underground culture.  “We are thrilled to be working with the Iron Fist team,” said eOne Licensing’s pop culture and lifestyle division president Cindy Bailey.  “Its distinctive style and our shared creative vision for the brand will translate into amazing and unique offerings for So So Happy enthusiasts as well as devotees of the Iron Fist brand.”  

 

The licensed collection will include fashion tops and bottoms, blouses, sweaters and coats, dresses, jumpsuits, and footwear.  “We are thrilled to be working with Cindy and her team at eOne,” said Iron Fist CEO Travis Anderson. “We share the same creative vision and we love the brand so it just made sense to collaborate.”

 

Leading pop-culture fashion companies Loungefly and Goodie Two Sleeves are also on board to produce a collection of So So Happy apparel and accessories for the US market.These companies are known for producing quality, fashion-forward items for independent boutiques and specialty chains.

 

Licensee Goodie Two Sleeves has uniquely positioned itself as a provider of tees, hoodies and related separates, often with funny but positive sayings, making it a natural choice for eOne’s upscale teen brand.“Goodie is committed to serving boutique and specialty customers, and their mantra of combining fashion with ‘clean’ humour is very much in line with So So Happy’s message,” said Bailey.

 

“We are thrilled to be working with the entire eOne team, and look forward to creating unique and fashion-forward items that will keep our customers coming back for more,” said Goodie Two Sleeves VP Robert Arce.

 

The Loungefly collection will include fashion bags, wallets, coin purses, lanyards, lunch boxes, plush bags, backpack clips and novelties featuring So So Happy’s distinctive characters and designs.   The line will be previewed at MAGIC and available in fall at price points ranging from $6.50 - $65.00.  

 

“Loungefly is the premier maker of contemporary junior accessories for our specialty market,” said Bailey.  “Our consumers absolutely covet their products and we’re very excited to have them on board as a key So So Happy partner.” 

 

“It feels good to work with a property like So So Happy and we are committed to designing accessories that will allow for the positive messaging to shine through,” said Loungefly operations director Jason Hoffman.

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