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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.


Building on a remarkable first year, the Smiley Future Positive Creators Fund® enters its exciting second phase. This year, we're elevating our commitment with the Future Positive Creators Fund, a dynamic blend of financial support and comprehensive mentorship, aimed at empowering visionary designers across global fashion weeks. This initiative is a core part of Smiley’s Future Positive sustainability drive, aligning with our collaboration with the United Nations to achieve UN-SDG Goal 12: Responsible Consumption & Production. The fund is strategically crafted to guide emerging talents towards adopting sustainable, ethical, and circular design, sourcing, and production methodologies.

Kicking off our second season, we're proud to spotlight our support for Saul Nash at London Fashion Week, underlining our dedication to fostering innovation and responsibility in the fashion industry.

A Theory of Change

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

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

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.

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

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.