Future Positive is a curated collection of more sustainable products spanning a wide range of categories. Each item in the Future Positive line is created in partnership with manufacturers who share our values: those embracing more responsible materials, lower-impact production methods, and innovative ways to reduce environmental harm.
Our campaign supports grassroots brands and designers while fostering partnerships with credible leaders in sustainability. By leveraging major retailers, sustainable trade shows, and auditing and mentoring organisations, Smiley provides a halo campaign to amplify sustainable practices.
This is more than just a product range—it’s an evolving experiment. As an IP licensor, we’re exploring how we can influence and improve the supply chains we touch. With every Future Positive collaboration, we aim to raise the bar on sustainability, replacing standard products with smarter, more thoughtful alternatives.
Smiley Future Positive is about progress, not perfection—and taking bold steps toward a brighter tomorrow.
Smiley is committed to reshaping the industry by aligning with the 17 UN Sustainable Development Goals (SDGs)—a global blueprint for a better, more sustainable future.
For four years, our non-profit, Smiley Movement, has been promoting the SDGs, engaging an audience of 500K followers, and establishing itself as a growing authority in sustainability.
Future Positive works with our partners and licensees to make different and make better. It is not a label or certification but a commitment to developing more sustainable products and promoting positive action.
All Future Positive products will incorporate recognised certifications such as FSC and OEKO-TEX, with clear and verifiable claims on packaging and marketing materials.
10%
Of annual global emissions comes from the fashion industry. A change is needed.
14%
Google Trends shows sustainability search increase by 14% in 2024.
2/3
Of consumers think brands that make a public promise to be sustainable are more trustworthy
33%
Of consumer brands see brands as responsible for the environment.