Smiley and Luke 1977 to launch collection next spring
Menswear chain Luke 1977 is linking with Smiley for an SS20 capsule collection that will launch in May. The collab makes commercial sense with both brands having strong music industry links.
Smiley has long been a pop culture icon and has a big presence on the summer festival scene. Meanwhile Luke 1977 has maximised its connection to the music industry and has a a loyal fanbase within it, having been worn by The Kaiser Chiefs, Sigala, Bugzy Malone, Aitch and Stormzy.
The companies said that “a collaboration between Luke 1977 and Smiley therefore was the perfect fit, blending the UK music scene and rave culture with contemporary menswear.” Luke 1977 is an independently owned, “design led” brand that has 11 standalone stores.
Its new mini Smiley collection consists of a selection of T-shirts, bucket hats and towels retailing rom £35 to £40. It will be available in Luke 1977’s stores and on its webstore.
Michaela Fass, Senior Vice President of Fashion & Accessories at Smiley, said the pieces “combine Luke's modern ‘lad’ influences with Smiley’s music heritage of 50 years. There is a fun play on the two brands’ logos in tees, bucket hats and towels. Graphics are clean with some even a bit rogue, playing up Luke’s ethos of adding a fashion twist to everyday menswear items.”
“Music has been at the heart of the brand since its birth, throughout the company, from staff to inspired clothing collaborations,” Luke 1977 added.
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