LUKE 1977 X SMILEY

LUKE 1977 and Smiley has collaborated on a capsule collection launching in Spring/Summer 2020 donating 20% of sales to the NHS and the mental health charity, MIND.

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.

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.