Happiness Brand is an Italian clothing brand founded in 2007 by an Italian family factory and fashion students from Los Angeles, CA who began selling t-shirts to friends for 10 dollars. The concept behind the idea was really simple: to produce and present a white t-shirt with a strong creative impact and really interesting price to friends and university mates. Thank to the designs, price and marketing, the Happiness t-shirts quickly became well-known among young people first, and then spread among celebrities and fashion addicts all over the world. Seven years after, Happiness is sold in top retailers worldwide, Happiness represents a very precise idea of style, a cultural philosophy and an accurate market target. In other words, it delivers original collections, always up-to-date and positioned in high end retail shop. The designers find inspiration in new fashion trends, metropolitan modernity and contemporary culture. Happiness Brand has also teamed up with American film company MGM, Diadora, Smiley London, and SoulCycle for collaborations. 70% of the Happiness collection is produced in the family owned factory in Rimini, Italy.