Mallet London and The Smiley® Company have announced their first collaborative capsule collection on Mallet London’s incredible Neptune style, in black and white.
Mallet London, the British luxury footwear brand, has partnered with Smiley to produce an exclusive collection that encourages people to not take things so seriously, with unique baubles in the bubble that move and shake as you take your steps through everyday life. At Smiley, their goal is to spread positivity through smiles, to make the world a happier, kinder place and this partnership focuses on bringing this to life through a distinct Mallet style, the Neptune.
The Mallet & Smiley Neptune is more than just a sneaker; it’s an uplifting shoe that combines fashion with a positive attitude. Available in both men’s and women’s in triple white and triple black, the collaboration blends key elements of both brands. The Smiley branding features on the back heel tab alongside the traditional Mallet London logo.
Every pair of the Mallet London & Smiley collaboration comes with a commemorative box, Smiley branded key chain and an exclusive Mallet jewel that comes on the laces of the shoe. Mallet London and Smiley share a mutual foundation that embodies positive thinking, enthusiasm and creativity, which led to this bouncy partnership.
It’s been amazing working with such a like-minded institution like Smiley. Their brand is all about positivity and creating a collection that people can be proud to wear and relate to. We feel like this aligns perfectly with who we are here at Mallet.
— Evren OZKA, Founder at Mallet London
The Mallet Design Team said “Smiley is such a bright and positive brand to work with, we really wanted to show their fun playful aesthetic throughout the silhouette. Drawing inspiration from our childhood memories of the ball pits and pinball machines, we added the Smiley icons to the bubble of one of our newest silhouettes that bounce and roll around as you walk. We added Smiley’s slogans in hidden areas of the shoe so the buyer can smile when they find them and we developed a smiley stress ball keyring to help the wearer feel chilled as well as created a beautiful box that speaks to this bouncy collaboration. Above all this project was all about engaging with our consumer and sending out that positive Smiley energy!”
Mallet London’s Head of Marketing, Callum Ruane, said “This was such a fun campaign to work on. Smiley’s brand positioning and history is all about positivity and they have such an incredible brand story, that really aligns with who we are as a brand here at Mallet London. Working with them on this exclusive capsule was a joy and we have managed to produce something special.”
Our teams’ collaborative approach aims to uplift spirits with every step – the creatives have successfully injected fun and playfulness into every detail of the Neptune collection. From the intricate placement of Smiley icons dancing on the shoe’s bubble to hidden slogans that elicit smiles. Working with the Mallet team has been a great pleasure, look out for the social campaign.
— Ross Wilson, Chief Product Officer – Fashion, The Smiley Company
The Mallet London x The Smiley® Company Capsule Collection is available now at us.mallet.com
Mallet London
https://mallet.com | @mallet_london
Mallet London, a British brand, is transforming the industry with its innovative designs and dedication to craftsmanship. Founded in 2015 by sneaker enthusiasts Tommy Mallet and Evren Ozka, it has became the UK’s fastest growing footwear brand. Inspired by unattainable market prices and driven by evolving trends, the passionate founders embarked on a journey to create their own designs. It was at that pivotal moment that Mallet London was born. The London based brand is now a major force in the premium footwear industry with distribution at 145 stores throughout the US, UK, Europe and in locations as far reaching as Dubai and South Africa. The brand is at home in some of the world’s most distinguished stores including Selfridges, Harrods, Browns, Harvey Nichols, Level Shoes, Harry Rosen and Saks Fifth Avenue.
The Smiley® Company
https://smiley.com | @smiley
Smiley was created in 1972 by French journalist Franklin Loufrani, who launched a happiness promotion in the France Soir newspaper, using the Smiley icon to highlight good news stories. For 50 years, The Smiley has shaped the way we share happiness and express ourselves through iconic products found worldwide. Smiley is an evergreen lifestyle brand that has influenced musical generations, social movements, popular culture and the pursuit of happiness. Five decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a spirit and philosophy, reminding people just how powerful a smile can be. Today The Smiley Company is one of the world’s top 100 licensors, with 420 licensee and retail partners globally to bring products to life across 14 categories. The Smiley Company holds trademarks registers in over 100 countries.
Photography by Louis BAMFORD
louisbamford.com | @louisbamford
Courtesy of Mallet London & The Smiley® Company
Tags: Accessories, British Designers, capsule collection, casualwear, collaborations, collection, craftsmanship, creativity, fashion, fashion brands, footwear, graphic design, inspiration, Mallet London, menswear, partnership, pop culture, positivity, shoe design, shoes, Smiley, sneakers, sportswear, The Smiley Company, Top, womenswear
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