LUKE 1977 collaborates with Smiley and donates 20% of all sales to NHS and MIND

British menswear brand LUKE 1977 has collaborated with The Smiley Company on a capsule collection for SS20, with 10% of sales being donated to the NHS and 10% to mental health charity MIND.

As the nation battles COVID-19, LUKE and Smiley hope to give the nation #SomethingToSmileAbout. Pre-orders of the collection, which is based on LUKE 1977’s and Smiley’s affiliation with the UK music and rave scene and consists of a range of Tees, bucket hats and towels, are now being taken on luke1977.com. Retail prices are £35-£40.

LUKE 1977 co-founder and designer, Luke Roper, says: “As the nation adjusts their daily lives over the coming months, this uplifting collection will give you something to smile about. With people’s physical and mental health suffering, we aim to support those who are helping others on the front line and behind the scenes as much as we can.”

As a promotional giveaway, when purchasing two T-shirts customers will get a free Smiley bucket hat, while three T-shirts will get them a free Smiley towel.