LUKE X SMILEY SS20

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.

As LUKE 1977 has grown, so has their affiliation with the UK music scene. Popular within many genres, LUKE 1977 has a loyal fan base, worn by the likes of The Kaiser Chiefs, Sigala, Bugzy Malone, Aitch and Stormzy. A collaboration between LUKE 1977 and Smiley therefore was the perfect fit, blending the UK music scene and rave culture with contemporary menswear.

“Music has been at the heart of the brand since its birth, throughout the company, from staff to inspired clothing collaborations. It’s such a great opportunity to give back a collection to the people that defined and grew LUKE, from its humble beginnings as a fashion brand into the lifestyle movement it is today.” – LUKE 1977 Team

“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 consists of a range of t-shirts, bucket hats and towels ranging from £35 – £40 RRP. The collection launches in May 2020 in LUKE 1977 stores and on https://www.luke1977.com/.