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SMUG is the brainchild of Islington local Lizzie, who remembers spending her pocket money in Camden Passage as a little girl. Lizzie redesigned the old shop and branded SMUG herself. She has transformed the building into a light and airy space styled like a home filled with great design. The space retains its oldwaxed boards and rusty manhole covers, but introduces sheets of glass as balustrades and portions of the floor, allowing light to penetrate the downstairs of the retail haven. 

The Guinea Pig logo that customers have come to know and love is now almost synonymous with what SMUG is and stands for and continues to appear on many SMUG exclusive products.

As well as designing, sourcing for and running the shop, Lizzie continues to work on collaborations and personal projects. Below is a portfolio of Lizzie's work to date as well some magazine articles about her. If you would like to contact Lizzie about a project please email

You can follow more of what Lizzie is up to through her blog


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Mollie Makes Magazine
May 2018

Home tour

Londoner Lizzie Evans of SMUG and her love of 'Cluttered Minimalism'

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Little London Magazine
Feb 2015

The wonderful world of Lizzie Evans

Rebecca Moore caught up with the brains behind lovable lifestyle store SMUG

Read the whole interview here
Lizzie's Screen Printed Totes
Oct 2014

In October 2014, Lizzie took her first ever screen printing class at East London Printmakers and as a result produced this limited run of 50 cotton totes - designed and screened by Lizzie herself.

This product has now sold out.

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Toc-Toc-Toc Magazine
May 2011

The third issue of French magazine toc-toc-toc is a London special and includes an article about Lizzie at home and at work.

"It is on the final floor of a large three story house, in a peaceful quarter of Islington that I met up with Lizzie Evans. Interior Architect and founder of the boutique Smug, this young English girl has made this space warm and playful, in her own image.


The style of her apartment is a knowing mixture of old ceramic objects brought home from her holidays and contemporary objects that have come straight from her boutique."


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SPACES by Frankie Magazine
November 2010

Frankie's new project Spaces is a collection of eclectic interiors from around world. This large format mag explores the homes, studios, shops and cafes of graphic designers, photographers, vintage collectors and shop owners. With a focus on carefully curated style, Spaces celebrates the unique vision and individuality of creative people living everywhere from Melbourne to Amsterdam. An interview with Lizzie as well as photos of her home and SMUG are on pages 64 - 73.

Lizzie the Owl
October 2010

Lizzie the Owl is a collaboration between Lizzie Evans and Chloe Owens. Handmade by Chloe from Liberty lawn, felt and buttons sellected by Lizzie, Lizzie the Owl is exclusive to SMUG and can be yours for £18.

Smug Bullfinsh and Guinea Pig Scarf
September 2010

The SMUG scarf is a collaboration with Stabo who hand screen their own popular dalek, vw campervan and bicycle scarves all sold at SMUG. Lizzie reworked the SMUG bullfinch and guinea pig logo to be hand screened on this 100% woolen scarf with white ink on dark purple herringbone with flecks of green. The SMUG scarf is sold for £22 exclusively at SMUG.

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House Beautiful Magazine
June 2010

Lizzie was asked to contribute her interior design tips to the June issue of House Beautiful Magazine. She gave advice on how to display your favourite things and knowing what to store aswell as how to store it. Article by Anna McCooe.

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At Home with Lizzie
July 2010

Interior design and styling by Lizzie Evans. Photography by Hilary Walker.

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Smug, Interior Styling
July 2010

Interior design and styling by Lizzie Evans. Photography by Hilary Walker.

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Smug Jute
June 2010

To celebrate SMUG's 1st birthday Lizzie designed the graphics screened on this hessian jute bag with thick cotton handles. One side has the Smug bullfinch and guinea pig logo and the other the Smug crest and store details. You can buy yours in store for £5 but if you're a really good customer you might even get one for free.
BALON Brand Identity and Business Cards
May 2010

Logo and buiness cards for JD and Stuart Evans's new Contemporary Art partnership BALON. BA - Buenos Aires, LON - London. Business cards are litho printed 4-colour process on 400gsm matt white artboard and machine sealed with a matt varnish.
Smug Business Card
June 2009

Litho printed 4-colour process on 400gsm matt white artboard. Machine sealed with a matt varnish. The image on the front of the card is a photograph of the painting 'Kingdom' by Richard Wathan.

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Lodeveans Collection Brand Identity

Logo, stationary including letterhead, comp slip and buisness cards for both JD and Stuart Evans as well as the design of the Collection's website below.


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