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LUKE x Smiley Collaboration | Donating to NHS & Mind

Launching today!

LUKE 1977 and Smiley has collaborated on a capsule collection donating 20% of sales to the NHS and the mental health charity, MIND.

10% of sales to be donated to the NHS and 10% of sales to MIND. There will also be a promotional giveaway where purchasing 2 t-shirts gives the customer a free Smiley bucket hat, 3 t-shirts gives the customer a free Smiley towel.

The collection consists of a range of t-shirts, bucket hats and towels ranging from £35 – £40 RRP.

Since forming in 2001 LUKE 1977, has become a leading contemporary fashion brand divided into Luke the Technical Tailor and Luke Sport. Luke the Technical Tailor is a premium menswear offering, while Luke Sport is a full lifestyle collection inspired by athleisure and urban street style. Equally at home on the terraces or on a night out, the brand offers an exclusive look for an inclusive country; the United Kingdom of Luke.

Born in 1972, Smiley’s simple message of ‘Take Time To Smile’ is still relevant as ever, 50 years on. The iconic image of counter-culture for nearly five decades, Smiley has been ever-present on the sleeves of landmark music albums. Seen at festivals, embraced as the symbol of DJ culture and worn by the trendsetters, influencing multiple musical genres.

With the current global pandemic in mind, portions of every sale of the collaboration will be donated to NHS front line workers and the mental health charity MIND. As the nation battles COVID-19, LUKE and Smiley hope to give the nation #SomethingToSmileAbout.

“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” Michaela Fass, Senior Vice President of Fashion & Accessories, Smiley.

The collection is available on www.luke1977.com

#SomethingToSmileAbout