Life is Good Partners with S.W.Smiley on Limited-Edition Capsule Collection
Photo Credit: Life is Good
BOSTON, October 6, 2025 (V SHADES) — Lifestyle company Life is Good has announced a new partnership with S.W.Smiley, a brand from The Smiley Company, to launch a limited-edition capsule collection promoting optimism and self-expression. The multi-year collaboration will feature apparel with positive messaging, including tees and hats, designed to encourage a sense of community and empowerment.
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The collection includes crusher tees, boxy tees, shrunken tees, and hats with graphic-driven style and affirming messages. In a press release, the companies said each design aims to reflect optimism as a shared value while building a global community centered on positivity.
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“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. Together with S.W. Smiley, we believe we can create a worldwide, positive lifestyle movement,” said Linne Kimball, Vice President of Strategic Partnerships at Life is Good.
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Ross Wilson, Chief Product Officer for The Smiley Company, added, “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 portion of proceeds from the collaboration will benefit The Life is Good Playmaker Project, which provides training and support to early childhood professionals working with children who have experienced trauma. The companies said additional funds from the exclusive “The Future is Bright” tee will go directly toward the initiative.
The first drop includes three digital-exclusive styles, each limited to 100 units and available during the initial 72-hour release window from October 1–3. Subsequent collections will feature small-batch limited-edition designs alongside ongoing styles available until the next launch.
For more information and to view the full collection, visit www.lifeisgood.com/swsmiley.
Source: Life is Good
