Doing good is woven into the fabric of who we are

We're Smug. We help people wear smiles and support their local communities with our range of affordable and stylish face masks!

Where we began

“On a sunny lockdown afternoon my 3 year old Zeb asked me if his birthday was going to be affected by ‘the virus’ and whether he’d see his nursery friends again. This made me sad.”

Parent, Founder

Why we're here

“We don’t want little people growing up thinking the world is a scary place. We want to inspire a generation of confident, creative, makers and bring some cheer along the way.”

Creative Wizard

What we do

“We make wearing face masks fun through boutique designs, printed on quality fabrics, handmade in the UK. For every qualifying order, we donate a Smug to someone who needs it.”


Our closing down sale is here!

Get your face on a handmade, organic cotton Smug face-covering for just £7.95. Choose from our limited edition designs, minimalist colour range, or kids collection and #feelSmug in just 3 sleeps!

Shop sale

A heritage of print

At our family owned textile mill we print all Smug face masks using non-toxic dyes, steam-dry to lock in colours before cutting and sewing each Smug by hand.

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Designed for smugness

Smug face coverings are shaped by textile designer Rebecca Newman, printed onto the best organic cotton providing comfort, style and durability.