Simply Smug

We’ve selected the must-have colours of 2020 and decided they shouldn’t be confined to living room walls. Keep it simple, keep it Smug.

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Limited Edition

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Smug design

Love your Smug and it will love you. Read about how to care for your Smug and maximise its lifespan.

Design and construction

Smug care

Ethical supply, awesome materials and a design which works. Find out what makes each Smug unique.

Care instructions

Talk to us

We're always keen to chat and your feedback is super-important to us. We mean that. Be social @feel_smug, or email hello@smug.org.uk Help make us better.

Best of British

Hand-stitched on washable organic cotton using an all UK ethical supply chain. Delivered in recycled, biodegradable packaging. We cut fabric, not corners.

Seamless delivery

Hand-made in the UK, hand-delivered by Royal Mail. Just £2.95, no surprises at checkout. Your Smug should pop through your letterbox in just 3 sleeps.

Smug promise

We're a start up. We won't get everything right first time, but we promise to listen, learn and get better fast. If ever you're unhappy we promise to put things right.