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About Future Positive®

Future Positive® is a sustainability initiative by Smiley®, with the 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.


Following our 50th Anniversary year, and born out of Smiley Originals' sustainability initiative Smiley Originals launched 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 sustainable partnerships, assisting in lowering fabric minimums, promoting responsbile 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 is 100% responsible, incorporating our iconic Smiley icon in each AW23 collection.

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