British menswear brand Luke 1977 has debuted a collaboration with Smiley for this summer 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 a range of t-shirts, bucket hats and towels that feature large Smiley prints.
Profits from the collaboration will help fund the services PAPYRUS provides, including confidential support and advice for young people and concerned parents, friends and teachers through their helpline HOPELINEUK.
“It’s another excellent example of how we are trying to find purpose with our licensing partnerships, using our non-profit Smiley Movement to facilitate charity relations that are aligned to our partners' values,” says Nicolas Loufrani, chief executive officer, The SmileyCompany. “PAPYRUS’s cause is hugely important and close to all of our hearts and we hope to build long term support for them.”