Browns kicks off year-long #cooltobekind campaign ahead of LFW

Browns has teamed up with street artist and the creative behind the "Notes to Strangers" project, Andy Leek, for a year-long campaign promoting "the most perennial of trends": kindness.

The #cooltobekind campaign has been launched just ahead of London Fashion Week, which begins tomorrow, with Leek painting his bold messages of positivity onto the windows of Browns' iconic South Molton Street store. The messages will be refreshed throughout Fashion Week.

In addition visitors to the store "who share [the] mantra" will be given stickers featuring Leek's artwork and they will be invited to share their messages of kindness (and images of the Browns windows) on Instagram and other social media using the #cooltobekind hashtag.

Browns CEO Holly Rogers said that the kindness mantra had "deep roots" in the Farfetch-owned business. "We are so happy and proud to partner with Andy to launch our #cooltobekind campaign. "We’re having lots of fun doing what we do here at Browns and this #cooltobekind mantra has such deep roots in our business," she said.

"I believe that energy spreads to our customers too and I hope that this campaign brings some joy to people’s lives, if even in a small and hopefully meaningful way. Connecting is such an important part of life!” Rogers added.