An interview with Mallet London.
Our first brand licensing collaboration to kick-off 2023 is with luxury designer footwear brand, Mallet London.
A limited-edition trainer collection has been released in both black and white, both featuring the iconic symbol of London – the Tube Map in reflective silver or tonal white, as well as the Roundel on the heel and sole of the trainers.
Once again two authentic London brands have collaborated to create a collection that embodies TfL as the beating heart of the city plus the home of the co-founder and creative director, Tommy Mallet.
We asked Tommy, along with co-founder Evren Ozka and head of marketing, Callum Ruane about the collection and the experience of creating it with us.
We started with a few Q&As
What was the inspiration behind the collaboration and why did you choose to collaborate with TfL?
Tommy: When I was younger growing up in London, all I would think about on these journeys was owning my own sneaker brand. 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.
What areas of London influenced the collection and how did this translate into the design?
Tommy: 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, Iโve been influenced by my surroundings my whole life.
What surprised you the most about creating this collection?
Evren: This is one of the proudest moments in the history of the Mallet London brand story, so far. Collaborating with such an iconic institution and a huge part of London culture, which fits seamlessly with our own brand messaging. The reception by everyone in the industry and the public has been fantastic.
Whatโs your favourite feature about the collection and why?
Tommy: The details of the packaging. Everything weโve included in the order when you receive the shoes. From the badges to the keychains, itโs a real experience for anyone who gets a pair. The collaboration is a collectable, when you unbox the shoes, you can see how special it is, the co-branding, the quotes used, itโs a landmark piece in the history of the brand.
How did you find filming in our London Transport Museum Acton Depot and why was that important for you to include as part of the shoot?
Callum: Being a part of history and seeing the museum was incredible. From the original tubes to the 80โs buses, it was a special moment to be able to showcase our brand in this unique location – with our very own Mallet twist.
You also did some filming on the network, why did you choose those stations and how did you feel like it contributed to the overall campaign?
Callum: โBeing granted access to the London Underground really helped maximise the campaign, working with TfL to create a shot list and share ideas was brilliant. We chose Old Street and Liverpool Street as our key stations due to the special link they have to the history of the brand. Hats off to the marketing and social team there, everything was seamless.
Check out the Mallet and TfL promotional campaign
You can watch the creative campaign for Mallet x TfL collaboration on both Mallet London and TfLโs Instagram.
Then it was time for a quick(ish)-fire roundโฆ
๐ Which is your favourite colour way of the new trainers โ black or white?
Tommy: I love both colourways, itโs impossible to pick one! Both are so detailed in their design that itโs tough for me to pick one. White is for day, black is for night – we love to deliver diversity. I want both!
๐ Favourite Tube line?
Tommy: Thatโs a tough one. For me itโs more the stops that I have close associations with. Liverpool Street, Angel, Old Street, North Greenwich, Highbury & Islington – to name a few!
๐ London day time or London night time?
Tommy: I love both, but London night time has the edge for sure. The lighting, the speed of night, the vibes on the Underground – thereโs something special about being in London at sundown.
Find the Mallet x TfL collection online
Buy Mallet x TfL Knox Gas Midnight and White.
Learn about TfL brand licensing
How your brand can use our famous IP.
