Company teams with Desert Dreamer for limited edition ‘Peace of Mind’ collection.
With mental health under the spotlight globally this week, Smiley and Desert Dreamer have joined forces to launch a capsule which is aiming to normalise conversations around mental health.
The limited-edition Peace of Mind collection is a capsule of four styles featuring designs aimed at raising awareness.
With a vintage aesthetic on oversized t-shirts and sweats and a variety of distressed washes, the collection also features messages such as ‘Peace of Mind’, ‘Self Love’, ‘Mental Health Matters’ and ‘Happy Mind, Happy Life – take it one step at a time’.
10% of proceeds from the partnership is being donated to To Write Love On Her Arms, a non-profit movement which is dedicated to finding hope and help for people’s struggles with depression, addiction, self-injury and suicide.
The campaign also aims to create greater awareness of the charity and to highlight the resources available to those in need.
“It’s a really important time for brands like us to do what we can to normalise the topic of mental health and to encourage people of all ages and situations to reach out for help and to help others,” said Nicolas Loufrani, ceo of The Smiley Company. “We’ve been working on a lot of charity projects in recent times, through our own non-profit Smiley Movement, which provides daily positive news and is helping build bridges between our partners and causes that really matter to us.
“This is another great example of that work and we are proud to champion such an important organisation as TWLOHA. While we are not experts on the subject of mental health, we are doing a huge amount of work to encourage positive mental wellbeing, whether that is educating emotional intelligence in kids through our Smileys, or the positive uplifting message of our original Smiley products.”
Amber Gardner, director of partnerships for TWLOHA, added: “While the work we do is always important, it feels extra necessary right now. As we look ahead to what a post-pandemic world looks like, we’ve questioned what’s important to share, remind, instill or revisit.
“We know that now more than ever, there is a need for messages of hope, and a space for real conversations about mental health.”
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