Italian entrepreneur Michael Scarpellini, the founder of Happiness Brand, announces that all his Happiness logo sweatpants are sold out just after a week of the launch of the new collection online.
Michael founded the brand in 2007 with his wife Eiman, who first met when they were both fashion students at school in Los Angeles.
The couple has recently opened a direct e-commerce distribution in the U.S. After the first weeks the brand went viral with celebrities all over the world and is now facing a big production problem due to the COVID -19 business restrictions.
Scarpellini says: “These are crazy times, which take me back to what was happening in 2007 when we first started the brand. But Happiness was created to become the most positive brand in the world. It was made for the people; made to make the world a happier place, which is something we need now more than ever. And I think people in America really felt our mission and purpose this is why we are sold out in less than a month”.
“Our brand can help to spread happiness. We need to come together and use fashion to make an impact and to gather people together in a positive way, without creating ”status” or differences. In 2020, we need to push fashion that has meaning and purpose.”
Happiness Brand sweatpants and tees have been worn by Kylie Jenner, Winnie Harlow, Halsey, Chiara Ferragni, Brooklyn Beckham, Miley Cyrus, Heidi Klum, and many other well- known celebrities. It is now being carried in Nordstrom and Shopbop, and there was a recent pop-up in Malibu, California.
Born in Rimini, Italy in 1984, Michael Scarpellini grew up in Italy and then moved to California to attend his studies in business at UCSD and fashion at FIDM. Since then he has been living between Milan and Los Angeles with his wife until a few years ago when after the birth of his first son Zeyd they decided to pick NY as their main home.