Rubik's links with Puma for new collection, Smiley in Eastpak collab

By

Sandra Halliday

Published
Oct 1, 2019

Rubik’s Brand Ltd is linking up with Puma for a “playful collaboration” this autumn with a big focus on colour. The collab “brings together the iconic playfulness of a Rubik’s Cube, and the sport-meets-street style of Puma,” the two firms said.

It includes sneakers, sweatshirts, and T-shirts for both children and adults, stamped with Puma and Rubik’s branding, as well as the powerful colour combos we expect with Rubik’s Cube items.

The products will be available on Puma’s webstore, in its physical shops and at other retailers from November 21 with a preview on display at the Rubik’s Pop-up-Shop in Short's Gardens, London until October 2.

Meanwhile, Rubik’s brand stablemate Smiley is also launching another new collab, this time for next season, in a deal with travel bags specialist Eastpak.

The partnership will see three Eastpak X Smiley streetwear themed graphics launch across a collection of backpacks, mini bags, and wheeled luggage.

The collection was co-created between the design teams at Eastpak and Smiley Studio and features monochrome graphic prints of allover Smileys and silkscreen applications of Smiley’s Eyes and Mouth on camo prints with ‘happiness yellow’ accents.

Both Smiley and Eastpak have a long history of collaborations and Smiley CEO Nicolas Loufrani said his company has “wanted to work with Eastpak for some time… the backpack market continues to be one of the fastest-growing and most invested accessory items at retail today.”

He added: “There’s a great alignment between both brands and a shared passion for creating very cool graphics to make products that stand out from the crowd for the fashion-savvy consumer.”

The collection will drop for spring/summer 2020 deliveries.