British menswear brand will donate 20% of sales from Smiley collaboration to the 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 a 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 profits from the collaboration will help fund the vital services that Papyrus provides, including confidential support and advice for young people and concerned parents, friends and teachers through the 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,” explained Nicolas Loufrani, ceo of The Smiley Company. “Papyrus’ cause is hugely important and close to all of our hearts and we hope to build long-term support for them.”
Papyrus was founded in 1997 by a mother, Jean Kerr from Lancashire, following the loss of her son to suicide. The charity works to create a society that speaks openly about suicide and provides a range of support to those who experience suicidal thoughts.
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