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Smiley reveals 2023 Future Positive campaign

Smiley has today (18 October) announced its 2023 Future Positive campaign as part of its long-term strategy of putting the planet and its inhabitants at the forefront of a sustainable future.

The fashion industry is responsible for 10% of the annual global carbon emissions. People, and in particular Millennials and Gen-Z are more concerned than ever about the planet wellbeing. As a result, studies have unveiled an increase of 20% of Google search which proves the overall growing interest. For 33% of the consumers, brands are responsible for the environment.

Through Future Positive, Smiley will become an active ambassador for change.

The campaign will bring together future-thinking brands to curate a range of limited edition sustainable lifestyle products, as well as brand experiences and charitable giving opportunities.

Packaging, POS and brand assets will also be made from sustainable sources and 1% of profits generated by Future Positive products to 1% for the planet initiative.

Smiley’s five-year plan includes the increase of 25% sustainable products with Future Positive branding and aims at +100% sustainably committed lifestyle brands across collaborations and licensing deals.

The Future Positive campaign builds on the structure and processes Smiley has put in place to launch its 50th anniversary project in 16 countries over the world, 92 department stores and retail chains with 66 global brands.

The company’s non-profit Smiley Movement will be part of the overarching business, supporting change makers protecting the planet.

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