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Mallet London and The Smiley Company Announce Capsule Collab

Mallet London and The Smiley Company Announce Capsule Collab

Mallet London and The Smiley® Company announce their first collaborative capsule collection on Mallet London’s incredible Neptune style, available in black and white exclusively at 

Mallet London, the British luxury footwear brand, has partnered with Smiley to produce an exclusive collection that encourages people to not take things so seriously, with unique baubles in the bubble that move and shake as you take your steps through everyday life. 

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

The Mallet & 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 & Smiley collaboration comes with a commemorative box, Smiley branded key chain and an exclusive Mallet jewel that comes on the laces of the shoe. 

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

Founder at 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 consumer 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 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.”

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.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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