Joshuas' first capsule collection with Smiley - «Take time to smile»

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.

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.