Branding firm Graj + Gustavsen has entered into a partnership agreement with Cherokee to relaunch the next generation of its A Smile apparel brand.

The new line is expected to launch in 2010.

"A Smile's legacy as a revolutionary apparel brand in the 1970s resonates with the mindset of today's consumer who is seeking an authentic, counterculture lifestyle," said Simon Graj, founding partner of G+G.

"We are thrilled to be partnering with Cherokee, one of the most recognisable names in retail and licensing."

Robert Margolis, chairman and CEO of Cherokee said: "Built on the foundation of innovative style and superior fit, A Smile spoke to a generation of individuals seeking a genuine experience and way of life - the same sentiments echoed by today's consumers.

"As one of the founding partners of the brand, it is with great pride that we revitalise this classic, differentiated brand that defines individuality."