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“Seeing how Mallet – a proud London-born brand – is using our iconic Tube map in their designs shows how innovatively our heritage and assets can be used,” said Ellen Sankey, Brand Licensing Manager at TfL.
Mallet London has partnered with Transport for London to produce a limited-edition capsule footwear collection.
The collaboration – orchestrated by TfL’s global licensing agent TSBA Group – has seen the launch of a two pack of Mallet’s stalwart Knox trainers that celebrate the iconic Tube map.
Both the black and white colour options feature the schematic illustration of the network, the black in reflective silver, and the white coming in a tonal whiteout upper. Each pair comes with Mallet and TfL branded keychains, embossed collaborative heels and a lace shroud that doubles as a card holder.
“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, all I would think about on these journeys was owning my own sneaker brand,” said Tommy Mallet, Founder and Creative Director at Mallet London.
“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.”
Jo Edwards, Head of Global Licensing, TSBA Group, added: “We are delighted to have partnered Mallet and TfL to create this collaboration. The design aesthetic, using iconic TfL assets, is taken from product through to high-end packaging and beyond to a multi-channel marketing campaign all of which celebrates the brands’ connections with London.”
Ellen Sankey, Brand Licensing Manager at TfL, said: “Seeing how Mallet, a proud London-born brand, is using our iconic Tube map in their designs, shows how innovatively our heritage and assets can be used to give consumers a new way to represent this wonderful city.
“This year we are celebrating both the 90th anniversary of the map and the 160th anniversary of the opening of the Tube, and it’s in designs like these trainers that we can see how the Tube is an essential part of life in London.”
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