New spring/summer capsule collection will see 20% of sales being donated to the NHS and mental health charity MIND.
The Smiley Company has teamed up with British menswear label, Luke 1977, for a new spring/summer capsule collection, with 20% of sales being donated to the NHS and mental healthy charity MIND.
The range aims to blend the lifestyle and musical influence of Luke 1977 with Smiley’s message to ‘Take Time to Smile’, reported Fashion United.
The line includes t-shirts, bucket hats and towels featuring the Smiley faces, with 10% of sales being donated to the NHS and 10% to MIND.
“As the nation adjusts their daily lives over the coming months, this uplifting collection will give you something to smile about,” commented Luke Roper, co-founder and designer at Luke 1977. “With people’s physical and mental health suffering, we aim to support those who are helping others on the front line and behind the scenes as much as we can.”
Michaela Fass, svp of fashion and accessories for Smiley, added: “Smiley is delighted to partner with Luke for a unique lifestyle collection combining Luke’s modern lad influences with Smiley’s music heritage of 50 years.
“There is a fun play on the two brands’ logos in tees, bucket hats and towels. Graphics are clean with some even a bit rogue, perfectly playing up Luke’s ethos of adding a fashion twist to everyday menswear items.”
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