CREATING
ICONS

Introducing a capsule clothing range to a footwear focused brand

PRODUCT

PRODUCT.

The product strategy was to provide a capsule collection that sits within the brand and core consumer values. Luxurious, accessible, modern, iconic.

A jersey co-ordinated capsule collection was launched that featured the label’s now distinct box logo branding. These went on to be best sellers in the clothing range for multiple seasons and were considered iconic pieces of the collection. I was accountable for steering the complete project from design and development, to wholesale selling and retail product launch.

Mallet London logo in black text on a white background
Young man in gray hoodie and sweatpants sitting on a blue dirt bike on an urban rooftop in London at sunset with skyscrapers in the background.

The campaign was shot within the streets and estates of the designers childhood. Further cementing the brand story of Mallet being a brand that provides accessible luxury with London roots.

The expansion into clothing enabled the brand to amplify their awareness within the marketplace. Moving them away from a singular category business.