Collaborative capsule collection is based on Mallet London’s Neptune style and is available in black and white exclusively at

License Global

February 29, 2024

2 Min Read
Mallet London & Smiley Capsule Collection
Mallet London & Smiley Capsule Collection Mallet London, The Smiley Company

Mallet London, a British luxury footwear brand, has partnered with Smiley to produce an exclusive collection with unique baubles in the bubble that move and shake as you walk.

The Mallet x Smiley Neptune is available in men’s and women’s models in triple white and triple black, blending 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 x Smiley collaboration comes with a commemorative box, Smiley-branded key chain and an exclusive Mallet jewel on the laces of the shoe.

“It’s been amazing working with such a like-minded institution like Smiley,” says Evren Ozka, founder, Mallet London. “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.”

“Smiley is such a bright and positive brand to work with, we really wanted to show their fun playful aesthetic throughout the silhouette,” says the Mallet design team. “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.”

Related:Licensed Footwear Special Report: What’s on Your Feet

“This was such a fun campaign to work on,” says Callum Ruane, head, marketing, Mallet London. “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,” says Ross Wilson, chief product officer, fashion, The Smiley Company. “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.”

About the Author(s)

License Global

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