happiness

Founded in 2007 in Rimini, Italy, Happiness began when the Scarpellini family transformed their t-shirt printing business into a full-fledged fashion brand. Led by founder Michael Scarpellini and creative director Eiman Hamza, the label quickly gained a following for its casualwear, particularly t-shirts and sweatshirts featuring ironic, witty, and sometimes provocative slogans that captured a playful, street-style energy. The brand expanded to include collections for men, women, and children, becoming a recognizable name in Italian contemporary fashion with a significant retail presence.

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