Sponsored By

TfL Extends into Fashion with Mallet London Collaboration

Limited-edition capsule footwear collection was enabled by TfL’s global licensing agent, TSBA Group.

License Global

February 2, 2023

2 Min Read
Mallet sneakers with an Underground roundrel charm.
Mallet sneakers with an Underground roundrel charm.Tfl

Mallet London has partnered with Transport for London (TfL) to produce a limited-edition capsule footwear collection. The collaboration was enabled by TfL’s global licensing agent, TSBA Group

The city of London has been a constant source of inspiration for the Mallet brand and is home to Tommy Mallet, its founder and creative director. Iconic spots and moments from his personal history in the city have informed Mallet’s creative output. The Tube is central to exploring and experiencing the city, which was also highlighted when License Global spoke to TfL’s brand licensing manager, Ellen Sankey, in December, when we looked ahead for the brand’s plans for 2023. 

The collaboration will see the launch of two Mallet’s Knox sneakers that celebrate the iconic Tube map. The Tube map - as we know it today - was designed by Harry Beck and first appeared on the network in 1933. As

TfL celebrates the 90th year of this instantly recognizable design, Mallet have included a monochromatic take on the historic map with two new slick designs.

“Growing up in Islington and taking the 271 bus from New North Road to Archway, the 38 bus from Essex Road to Angel and Hackney and regular journeys on the Central line from Liverpool Street to Epping, all I would think about on these journeys was owning my own sneaker brand,” says Mallet. “Fast forward to 2023, and although the brand Mallet London is stocked worldwide in some of the biggest department stores across the globe, the heart of the brand will always be in London which is how the Mallet X TfL collaboration came to be.” 

Related:What Does 2023 Look Like for TfL’s Brand Licensing Program?

Both the black and white color options feature the schematic illustration of the network, the black in reflective silver, and the white coming in a tonal whiteout upper. Each pair comes with Mallet and TfL branded keychains, embossed collaborative heels and a lace shroud that doubles as a card holder. 

“We are delighted to have partnered Mallet and TfL to create this collaboration,” Jo Edwards, head, global licensing, TSBA Group. “The design aesthetic, using iconic TfL assets, is taken from product through to high-end packaging and beyond to a multi-channel marketing campaign all of which celebrates the brands’ connections with London.” 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like