Smiley in Luke 1977 collab with charity angle

By

Sandra Halliday

Published
Apr 16, 2020

Smiley is continuing to work with a wide range of brands during the coronavirus crisis and has collaborated on a capsule with contemporary fashion brand Luke 1977 for SS20. And it said that 20% of sales from the collab are being donated to the NHS in the UK and the mental health charity MIND. 

Given the links of both Smiley and Luke 1977 to the music scene (with the former a favourite for festival wear and the latter popular with bands/artists including The Kaiser Chiefs, Sigala, Bugzy Malone, Aitch and Stormzy), the menswear collab makes strong commercial sense.

The collection launches on Thursday and consists of a range of T-shirts, bucket hats and towels ranging from £35-£40 RRP. 

As mentioned, there’s a charity element to the launch with a percentage of every sale being donated to NHS front line workers and to MIND. “As the nation battles Covid-19, Luke and Smiley hope to give the nation #SomethingToSmileAbout,” Smiley said. 

“Music has been at the heart of the brand since its birth, throughout the company, from staff to inspired clothing collaborations,” said Luke 1977 co-founder Luke Roper. “It’s such a great opportunity to give back a collection to the people that helped define and shape Luke, from its modest beginnings as a fashion brand into the lifestyle movement it is today. As the nation adjusts their daily lives over the coming months, this uplifting collection will give you something to smile about. 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.” 

Meanwhile, Michaela Fass, Senior VP of Fashion & Accessories at Smiley, added: “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.”