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British Luxury Sneaker Brand Mallet Partners With Smiley

Unlaced is pleased to share this post by John Russel Jones from MR, our sister publication from Wainscot Media.

Mallet London and The Smiley Company unveiled their inaugural collaborative capsule collection. The collection features Mallet London’s Neptune style in black and white exclusively on The distinguished British luxury footwear brand and Smiley aim to cultivate a lighthearted approach to life by infusing unique embellishments into everyday apparel and accessories. With an emphasis on spreading positivity through smiles, Smiley’s mission dovetails with Mallet London’s distinct style.

The Mallet & Smiley Neptune collaboration, available in triple white and triple black options for both men and women, seamlessly integrates signature elements from both brands. Smiley branding graces the back heel tab alongside Mallet London’s iconic logo. Each pair is accompanied by a commemorative box, a Smiley-branded key chain, and an exclusive Mallet jewel adorning the shoe laces.

Evren Ozka, founder of Mallet London, was enthusiastic about the collaboration. “Working with a kindred spirit like Smiley has been an incredible experience. Their commitment to positivity aligns seamlessly with our ethos at Mallet.”

The Mallet Design Team echoed this sentiment, emphasizing their endeavor to infuse Smiley’s playful aesthetic into the Neptune silhouette, drawing inspiration from childhood memories of joyous play. Hidden Smiley slogans within the shoe add an element of surprise, while a smiley stress ball keyring aims to imbue wearers with a sense of calm. The collaboration’s packaging exudes the same buoyant energy, engaging consumers in a joyful experience.

Ross Wilson, Chief Product Officer—Fashion at The Smiley Company, comments, “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.”



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A post shared by Mallet London (@mallet_london)

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