Reebok and Mallet London recently unveiled a new footwear collection influenced by the vibrant UK music scene of the 90s and 2000s. This partnership celebrates urban culture through the iconic Workout Plus and Classic Leather styles, offered in triple black and all-white variations.
Each pair features original Reebok leather with exclusive Mallet London details, including a silver heel clip, metal tongue tab, perforated ‘M’ embossing, and a London bus ticket keychain.
Tommy Mallet, Co-founder of Mallet, expressed immense pride in collaborating with Reebok, emphasizing the brand’s significance during his youth. Co-founder Evren Ozka agreed to this statement, highlighting the personal value of this joint project.
Their campaign, ‘Before, Now, Forever,’ pays homage to Reebok’s historical ties to music genres like garage and pirate radio. It showcases how Classic Leather and Workout Plus shoes were cultural icons then and continue to travel through time.
Callum Ruane, Mallet London’s Head of Marketing, sees the campaign as a tribute to the influential figures of the past. MOBO Award-winning music director Kevin Hudson directed the campaign, reflecting on the shoes’ significance in his upbringing and their resonance with youthful experiences.
The Mallet London x Reebok collection, priced at AED 875, will be available on mallet.com and Level Shoes starting November 30th. This collection fuses classic styles with modern trends, introducing a new realm of trend.