LUKE 1977 collaborates with The Smiley Company
British menswear brand LUKE 1977 has collaborated with The Smiley Company on a capsule collection of T-shirts, bucket hats and towels launching in May 2020.
The collection is based on both brands' affiliation with the UK music and rave scene. LUKE 1977 has been worn by the likes of The Kaiser Chiefs, Sigala, Bugzy Malone, Aitch and Stormzy. A collaboration between the two was therefore seen as a perfect fit.
Michaela Fass, senior vice president of fashion and accessories at The Smiley Company, said: “Smiley is delighted to partner with LUKE for a unique lifestyle collection combining LUKE’s modern lad influences with Smiley’s music heritage of 50 years. There is a fun play on the two brands’ logos.”
Created in 1972 by French journalist Franklin Loufrani, who launched a happiness promotion in the France Soir newspaper, using the Smiley icon to highlight good news stories, the Smiley face came to prominence in the UK in the late 1980’s and early 90’s as a symbol of the "acid house" music and rave scene.
The new collection, priced between £35-£40, is timely given the current trend for all things 90’s. It will go in to all 11 of the LUKE 1977 standalone stores and will be available on luke1977.com in the spring.