Mallet London X Smiley

A Blend of Fashion and Positivity

Mallet London and The Smiley® Company have announced their first collaborative capsule collection on Mallet London’s incredible Neptune style, available at from the 1st of March. This exclusive collection encourages people not to take things so seriously, with unique baubles in the bubble that move and shake as you take your steps through everyday life.

The Mallet x 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 x Smiley collaboration comes with a commemorative box, a Smiley branded key chain and an exclusive Mallet jewel on the shoe's laces.

Mallet London and Smiley share a mutual foundation that embodies positive thinking, enthusiasm and creativity, which led to this bouncy partnership.

The founder of Mallet London, Evren Ozka, said, “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.”

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 consumers 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 are 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.”

At Smiley, their goal is to spread positivity through smiles and make the world a happier, kinder place, and this partnership focuses on bringing this to life through a distinct Mallet style, the Neptune.

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."

The Mallet London x Smiley collection will exclusively be available for AED 1,050 in unisex sizing at | @mallet_london