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Sailing away!

We’re sailing away – our parting smile!

Smug was born out of a desire to make face-wear fun. Judging by your feedback we’ve largely achieved that – with the exception of the occasional rogue nose-clip! With a vaccine here and hopes for a better 2021 we think it’s about right to call time on Smug! 

To say thanks to our loyal Smuggers for being part of the Smug story – we’ve made the last remaining Smugs available for £7.95. After they’ve gone – Smug will be too! We’re already busy dreaming up ideas for using the positive legacy you’ve helped create as a positive force for change. Watch this space!

In the meantime, treasure your Smug – who knows, maybe in a post-covid world it will become a collector’s item – a poignant reminder of the challenges and adversity we overcame together. For now, it’s time to put the rainbow away.

Keep smiling – Oz, Zeb, Katherine and Ed x

Two children in front of an NHS carers rainbow

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Smug is born

We're Smug, we help people wear smiles.

Co-founders, Oz and Zeb

On a sunny lock-down afternoon in May, my son Zeb asked me if his birthday was still going to happen because of ‘the virus’ and if he’d ever see his friends from pre-school again. This made me sad. It also made me determined. On 4th of May 2020 Zeb turned 4, and Smug was born.

Ed, parent, founder

Making face-masks fun for everyone

We don’t want little people to be intimidated by the new norm whatever that may be. We want to inspire a generation of makers, creators and tinkerers. We promote the best of British design. We update our face mask range regularly and have just introduced Smug Kids – a collection for little faces.

Image of 6 smug handmade face coverings

Heroing the best of British

Smugs are digitally printed in the UK using non-toxic dyes onto 100% organic cotton. The double layer fabric is steam dried to lock-in the colours and ensure washability, before being cut in Nottingham and stitched by hand in a family-owned factory in Staffordshire. Integrated stainless steel nose-clips and adjustable toggles wing their way from Leicester ensuring the ultimate Smug fit. The nifty little Smug label is woven with love in Pembrokeshire. Did you know it takes 7-years to become a loom apprentice? We didn’t.

Smiles in the community

Smugs are for everyone. For every qualifying Smug order we donate another face covering to a UK foodbank – ensuring the amazing volunteers and staff providing support to those in crisis can do so feeling Smug. Over the past 12 months, the Trussell Trust has issued more than 1.6m emergency food parcels – an increase of 19% on the previous year. Half a million of these were to children. Sadly, demands on their services will only increase. There are more than 1200 foodbanks operating in the UK. We hope to donate at least 12,000 Smugs – help us get there.

Image of 3 food bank staff

Getting the nation back to work

Our all-UK, ethical supply chain provides UK businesses with access to bespoke designed, handmade face coverings to keep the workforce happy. Our in-house design service takes logos and brand assets and turns them into smiles. Fast.

Collective responsibility

We want to be super-clear, a Smug is not PPE. It is intended to reduce potential transmission of airborne droplets which may reduce the spread of germs, bacteria and viruses. We do not believe in over-engineering Smugs through the inclusion of cheap nano-filter inserts, or other marketing hyperbole suggesting face coverings offer a level of protection which they do not. Nor do we want to lure people into a false sense of security and risk altering social distancing behaviours. A Smug is a Smug. It’s intended to help people wear smiles.


These are extremely challenging times for all of us. We salute NHS staff, carers and key workers across all sectors – the transport drivers, the delivery folk, the shop staff who have kept going whilst some us have faltered. Teachers, classroom assistants, nursery staff. Thank you. Smug was born out of a desire to make a bad situation a little more tolerable. We look forward to the day when Smug is no longer needed, and we can all take down the rainbow.