Calling all sneakerheads! Mallet London, known for their cult classic silhouettes like the Popham and the GRFTR, has just announced its coming to Canada this October. The much hyped brand — whose new releases often sell out in just minutes — is one of the hottest labels coming out of the UK, having made its way onto the shelves of 145 stores across Europe, including Selfridges and Harrods. And now it’s found a home here in Canada at Harry Rosen.
“I just think it was the right place and right time,” says Mallet, of the deal with Harry Rosen. “We thought that product wise, timing wise, adjacencies wise, it worked as a good retailer. It’s a nice comfortable start for us to prove who we are in Canada.”
Mallet, a self-proclaimed sneakerhead with no formal design training, launched his namesake shoe label in 2015 after noticing a gap in the sneaker market: it was oversaturated at the high-end. Instead, Mallet wanted to create sneakers that were high quality yet affordable, and athletic yet stylish. The final result has been a fusion of “sports-inspired silhouettes with urban sensibilities” suited for everyday wear or night out on the town.
“I’m bringing a point of difference to the shoe game — something which you can’t [typically] get for less than $1,000,” says Mallet. “I’m bringing quality; I’m bringing fast turnarounds; I’m bringing a story and I am listening to [the needs of] my customers.” This approach has even translated into success beyond footwear, with Mallet having also launched an apparel line.
Recently, Mallet linked up with COOGI, the Australian knitwear brand known for their multicolour swirls and outrageous patterns, for the next installment of their hyped sneaker collaboration. This year’s drop will see Mallet’s new Cyrus sneaker wrapped in COOGI’s trademark colourful knit and, due to COOGI’S unique patterning, Mallet promises no two pairs will look alike. The 2019 collaboration sold out in within the hour, so you better be ready this time around if you’re trying to secure a truly one-of-one piece.
“The first drop was such a great success, we had to bring it back in a bigger way,” says Mallet. The collaboration, available in black or white styles, will be at select retailers in Europe, North America, and Australia, as well as Mallet’s webstore for $450. You can also visit the Winnipeg, Laval Montreal, West Edmonton locations of Harry Rosen and Harry Rosen’s webstore for all your other Mallet London needs.