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About Future Positive®

Future Positive® is an initiative by Smiley® to become a more conscious and responsible brand through our mission and mantra to make different and make better with our partners and licensees.

Corresponding to our partnership with the United Nations to deliver UN-SDG Goal 12: responsible production and consumption we are striking a balance between responsibility and making more sustainable products for you and the planet.

This isn’t a one-and-done initiative, we are in it for the long haul, pushing ourselves to be more sustainable with every year, taking steps to drive change for a positive future.

A person smiling while looking at a phone in a subway station, wearing a Smiley x Farm Rio coat.

SMILEY® FUTURE POSITIVE® CREATORS FUND

Following our 50th Anniversary year, and born out of Smiley Originals' initiative to create products with a more conscious and responsible lens launching the Smiley Future Positive Creators Fund® comprised of £500k monetary funding per year and a mentorship program to support game-changing designers to switch to a better, more responsible and circular ideology of design, sourcing and manufacture.

Smiley Originals has created relationships with a network of responsible partnerships, assisting in lowering fabric minimums, promoting responsible label and packaging manufacturing and providing financial support to purchase circular and sustainable fabrics and finishes where required.

Showing how to create more consciously through the eyes of future creatives, each designer has collaborated with Smiley Originals on a capsule clothing and accessories collection that incorporates our iconic Smiley icon in each AW23 collection.

A Theory of Change

RESOURCEFUL
With everything we create under the Future Positive initiative, we do our best to create it in a more sustainable way. Less materials, less production, because less is better

INNOVATION
We’re constantly improving, experimenting and taking steps to
drive change for our positive future.

HONEST
We won’t sugarcoat how bad the climate crisis is and we’ll be open about the steps we’re taking to create better products.

RESPONSIBLE
Unsustainable production is hurting the Earth and it’s on us to
create more sustainably.

LIFELONG
This isn’t a one-and-done initiative. We’re in it for the long haul, pushing ourselves to be more sustainable with every year.

the future positive collection

  • Jenna Smiley Dress - The Ethiquette x Smiley®

    Jenna Smiley Dress - The Ethiquette x Smiley®

    £365.10

  • Panda Smiley - Rain Poncho

    Panda Smiley - Rain Poncho

    £69.00

  • Happy Soda Strawberry & Watermelon - 24 x 250ml.

    Happy Soda Strawberry & Watermelon - 24 x 250ml.

    £19.99

  • Smiley® Laptop Sleeve 15" & 16"

    Smiley® Laptop Sleeve 15" & 16"

    £51.00

  • Portofino Dress - The Ethiquette x Smiley®

    Portofino Dress - The Ethiquette x Smiley®

    £430.30

  • Retro Smiley - Rain Poncho

    Retro Smiley - Rain Poncho

    £69.00

  • Happy Soda Sicilian Lemonade - 24 x 250ml.

    Happy Soda Sicilian Lemonade - 24 x 250ml.

    £19.99

  • Smiley® A5 Paper Notebook

    Smiley® A5 Paper Notebook

    £13.00

  • Happy Soda Crisp Apple - 24 x 250ml.

    Happy Soda Crisp Apple - 24 x 250ml.

    £19.99

  • Bali T-Shirt Dress - The Ethiquette x Smiley®

    Bali T-Shirt Dress - The Ethiquette x Smiley®

    £165.16