Only partners with Smurfs for clothing line

By

Isabelle Crossley

Published
Nov 30, 2022

Western and casual wear brand Only has partnered with Prism Licensing LLP to launch a collaborative collection featuring pop culture characters the Smurfs. The collection has launched on Only’s e-commerce store and features bold athleisure wear with oversized Smurf prints. 

The new collection focuses on matching sweat sets and also features crop tops, shorts, and t-shirts, Only announced on its website. While some prints show Smurfs in their classic blue hues, others are more abstract featuring yellow line drawings on a black background or a checkerboard design. 
 
“Only has always been at the forefront of bringing forth fashion forward and limited edition collaborations that have resonated with our young consumers,” said Only’s chief executive officer Vineet Gautam, Indian Retailer reported. “As a brand, we have always believed in experimenting with something new and fun, and we are excited to launch the new Only x Smurfs collection that is themed around nostalgia and self-expression. With a unique couch-to-coast concept, the off-duty collection will surely strike a chord and evoke a feeling of joy among our style-conscious millennial and Gen-Z audience.” 
 
The collection is priced in the mid-section of the market between Rs 2,299 and Rs 3,699. The collection is currently on sale. 
 
“We are very pleased to announce our apparel collection with Only for Smurfs,” said Prism Licensing LLP’s founder and CEO Smita Mishra. “The iconic blue character is here to bring back some nostalgia and connect with the MZ generation. This association will further strengthen ‘Smurfs’ as a fashion brand in the Indian market.”