Italian streetwear label blending Prato’s textile heritage with vibrant, urban-casual design.
ORIGIN
Italy
PRICE TIER
mid
Founded in 1971 in Prato, Italy, by the Parrini family, Smiling London is the urban-casual label of the historic textile company Martes Moda. Rooted in the prestigious Prato textile district—world-renowned for its mastery of recycled wool and fabric regeneration—the brand channels this heritage into a vibrant, contemporary aesthetic designed for the modern city dweller.