Mallet London launches new sneaker design as business evolves
Mallet London has been quietly reimagining its shoe collection in recent months with a focus on widening its appeal via the creation of distinctive footwear styles. And with this in mind it has just unveiled a new shoe, the Neptune Sneaker.
It’s clearly targeting the next level now and the new shoe represents its evolved style but with a continuation of its London-based aesthetic.
The Neptune draws inspiration from the Gherkin — one of the most distinctive buildings on the modern London skyline — with sleek lines and architectural curves. It’s a lightweight item that comes in 13 different colourways, including Drench Orange and Midnight, across both men’s and women’s.
It’s made from a mixture of versatile meshes, upscale leathers and a moulded cage that encapsulates the upper. The company said it also offers “unparalleled comfort and support for every stride”. There’s also an innovative outsole design “that enhances traction and stability, making it ideal for a wide range of activities”.
The shoe is priced fro £225.
It’s an interesting launch not just for Mallet London but for high-end UK fashion in general. Brands are increasingly referencing aspects of their Britishness and using imagery or design features that reflect that.
We’ve seen that with Burberry. The luxury label is reinventing itself based both its British heritage and a more modernist interpretation of Britishness under Daniel Lee. And only this week, Charles Jeffrey Loverboy launched its first-ever pre-spring collection featuring such British design elements as the brand’s beloved tartan, as well as imagery influenced by mediaeval heraldry.
Mallet London’s referencing the Gherkin building is part of the wider trend that could be a strong selling point for the label both in its domestic market and beyond the UK.
The brand was founded by Tommy ‘Mallet’ Fordham, one of the stars of The Only Way Is Essex and has carved out a niche for itself in premium sneakers.
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