“Premium” footwear brand chooses Carnaby Street for first UK store

London’s Carnaby Street has been chosen by a “premium” footwear brand as the location for its first UK store.

Mallet London, carries both men’s and women’s sneakers and apparel, with distribution at 145 stores throughout the US, UK and Europe.

Founded in 2015 by Tommy Mallet and Evren Ozkarakasli, the brand is known for its bold yet minimalistic silhousettes with soles fabricated from smooth supple leather.

Carnaby Street owners, Shaftsbury PLC welcomed the news. Samantha Bain-Mollison, retail director, Shaftesbury commented: “We are thrilled to announce the launch of the first standalone Mallet London shop on Carnaby Street.

“The brand is an exciting addition to the existing retail portfolio and offers a point of difference for the Carnaby shopper who is seeking product they cannot buy on every high street.”

Tommy Mallet, founder said: “I always knew my first store would be on Carnaby Street. I used to visit it often when I was younger with my dad and it has always held a place in my heart.

“In 2018 I sketched a design for a Mallet store on Carnaby Street having no idea when and if it would happen. I based the store design on this original concept.”

As well as stocking some exclusive styles, the store will also debut the highly sought-after collaboration between Mallet London and iconic Australian knitwear brand COOGI. The brands’ previous collaboration in 2019 featured an exclusive and limited edition drop with two styles. The much anticipated release sold out within an hour.

Mallet added: “It’s a proud day for me. Mallet is a British brand, I am a proud Brit, and opening my first store on the most iconic retail street in the UK, well, there is nothing more British than that.”

The Carnaby Street store and COOGI collaboration are part of a busy year for Mallet London. The brand is currently in the midst of a major global expansion that includes launches at Selfridges London, Saks Fifth Avenue in the U.S., Harry Rosen in Canada and David Jones in Australia.