With this casual ease in mind, Luke Stedman has melded his love of the sun and sea with a personally eclectic style to form a brand that shifts effortlessly from the beach and skate park to the bar. A play on his name and embracing his personality, INSTED WE SMILE captures Luke’s aesthetic and experience collaborating with major surf labels to produce a label that is low-key yet design-savvy.

Playful prints and positive vibes feature in his latest collection Holy Moly, including the brand’s trademark smiley-face-turned-anchor gracing t-shirts. From casual muscle singlets, tees and shorts to polka-dot chinos and chambray button-ups, INSTED WE SMILE covers all bases, perfect for the gent who likes to check off all wardrobe necessities in a single shopping trip. Essential for the Queensland heat are the cotton polos worn buttoned to the neck, while sleek button-ups and dress shorts see lads dressed head-to-toe in a single print.