Smiley Teams Up With Luke 1977 On Summer Launch To Raise Money For Charity Papyrus
British menswear brand Luke 1977 has debuted a collaboration with Smiley for Summer 2020 with a percentage of profits going towards youth suicide prevention charity PAPYRUS.
The capsule line blends the lifestyle and musical heritage of both brands to create an effortlessly cool range of T-shirts, bucket hats and towels that feature large Smiley prints. With music and pop subcultures at the heart of both brands, the collection combines Luke’s modern lad influences with Smiley’s 90’s street culture iconicity. The collection – aimed at young men – will impact a demographic who are more likely to die by suicide than any other cause and who are often less likely to talk about mental health. In the UK, suicide is the biggest killer of young people of all genders under the age of 35. Papyrus work to create a society that speaks openly about suicide and provides a range of support to those who experience suicidal thoughts.