Mallet London Taps Ghetts for Local Legends Campaign
Amy Duong — August 18, 2023 — Art & Design
Mallet London presents its new Local Legends campaign highlighting its designs for the Fall/Winter 2023 series and it stars some of the most table creatives and rappers in the London scene. The campaign celebrates their artistry and inspires a generation through their unique style.
The main star of the campaign is grime rapper Ghetts, who is currently working on his latest project 'Conflicts of Interest.' The collection is led by a series of apparel options including heavyweight tracksuits, shorts, basic tees, and more. The tees are made from organic cotton and are defined by their minimal branding details for an understated look.
Ghetts speaks about the capsule, stating “I’m from East London and I just had so many musical influences around me growing up, whether that was my aunt singing, my dad and nan both playing keys. I used to do the freestyle thing, on the roads with the mandem and go radio but that was more like an outlet at the time to be heard, to be recognized. I believe there’s a lot to be learned in all corners of the world. With that said, I’m here now and I don’t think I’d change anything, it just might disrupt who I actually became. You always want more in life, but I’m a content human being. I wouldn’t want to lose something. You believe in yourself, more is possible.”
Image Credit: Mallet London, hypebeast, mallet
The main star of the campaign is grime rapper Ghetts, who is currently working on his latest project 'Conflicts of Interest.' The collection is led by a series of apparel options including heavyweight tracksuits, shorts, basic tees, and more. The tees are made from organic cotton and are defined by their minimal branding details for an understated look.
Ghetts speaks about the capsule, stating “I’m from East London and I just had so many musical influences around me growing up, whether that was my aunt singing, my dad and nan both playing keys. I used to do the freestyle thing, on the roads with the mandem and go radio but that was more like an outlet at the time to be heard, to be recognized. I believe there’s a lot to be learned in all corners of the world. With that said, I’m here now and I don’t think I’d change anything, it just might disrupt who I actually became. You always want more in life, but I’m a content human being. I wouldn’t want to lose something. You believe in yourself, more is possible.”
Image Credit: Mallet London, hypebeast, mallet
Trend Themes
1. Local Legends Campaign - Mallet London's Local Legends campaign highlights Fall/Winter 2023 designs and features influential rappers, offering an opportunity to tap into the urban music scene.
2. Organic Cotton Tees - The use of organic cotton in Mallet London's collection presents an eco-friendly trend that aligns with growing consumer demand for sustainable fashion options.
3. Minimal Branding Details - Mallet London's understated design approach, with minimal branding details on their apparel options, taps into the trend of minimalist aesthetics in fashion.
Industry Implications
1. Fashion - The Local Legends campaign by Mallet London showcases the impact of fashion in urban music, offering opportunities for collaborations, endorsements, and brand activations.
2. Sustainable Fashion - The use of organic cotton in Mallet London's tees highlights the growing trend of sustainable fashion, presenting opportunities to cater to conscious consumers and promote eco-friendly practices.
3. Streetwear - Mallet London's minimalist branding approach reflects the ongoing trend of streetwear aesthetics, creating opportunities for brand expansion and partnerships within the streetwear industry.
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