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Smiley launches Peace Of Mind capsule with Desert Dreamer

Published
May 19, 2020
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Smiley has launched a new capsule collection with LA-based T-shirt brand Desert Dreamer. Called Peace of Mind, it’s part of Mental Health Awareness Week and shows how some business is carrying on as usual even during the pandemic lockdown.


Smiley/Desert Dreamer



The collection is part of a process that “aims to normalise conversations around mental health” with the capsule featuring four styles with designs created to raise awareness.

The styles have a vintage aesthetic and include oversized T-shirts and sweats and a variety of distressed washes. The collection also has uplifting messages including ‘Mental Health Matters’, ‘Peace Of Mind’, ‘Self Love’ and ‘Happy Mind, Happy Life – Take it One Step at a Time.

The company said 10% of the proceeds from the partnership are being donated, the beneficiary being To Write Love On Her Arms. It’s a non-profit group dedicated to “finding hope and help for people struggling with depression, addiction, self-injury and suicide. The campaign also aims to create greater awareness of the charity and to highlight the resources available to those in need”. 

Smiley CEO Nicolas Loufrani said of this: “It’s a really important time for brands like us to do what we can to normalise the topic of mental health and to encourage people of all ages and situations to reach out for help and to help others. We’ve been working on a lot of charity projects in recent times, through our own non-profit Smiley Movement, which provides daily positive news and is helping build bridges between our partners and causes that really matter to us. 

“We are not experts on the subject of mental health, [but] we are doing a huge amount of work to encourage positive mental wellbeing, whether that is educating emotional intelligence in kids through our Smileys, or the positive uplifting message of our original Smiley products.”

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