Mallet London is a brand on a mission. Having launched in London in 2015, the label is now stocked across the UK, US, UAE and other parts of the world.
“Eight years on and the brand is absolutely flying worldwide. It’s been an incredible journey so far and I genuinely see the ceiling as limitless for Mallet,” founder Tommy Mallet told Campaign Middle East.
Mallet saw a gap in the market for affordable luxury footwear and the brand took off from there, and now offers a range of clothing.
“The idea of the brand started when I saw a pair of luxury loafers that I fell in love with and I couldn’t actually afford to buy at the time, so I decided to create my own. I then started working on designs for other sneakers and realised that there was something in this.”
Campaign Middle East caught up with Mallet when it worked with fashion platform Hypebeast on its BRED Festival in Abu Dhabi recently.
“Being a part of the festival and seeing the local UAE brands that showed up was incredible. The designs, product and quality of what the local brands had to offer really inspired me and you never know, a UAE collaboration could be coming soon.”
As the Mallet brand expands in the Middle East, its founder wants to stay authentic to the brand – a buzzword among brands nowadays.
“Being a Londoner and Mallet being a London brand, it’s actually quite easy for me to stay authentic to the brand as we’re so intrinsically linked to the city.
“I’m always in and around London, visiting the shopping districts to see what people are wearing and how they’re styling their fits – I love seeing new looks and how people are expressing themselves, so staying authentic is something I pride myself on.”
From its humble beginnings to its global expansion, Mallet explains his strategy as being relentless. “As a brand we don’t stop and the team are constantly working on new ideas, drops and plans. For a small team we are super efficient and love the brand as a family.”
