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Who started it? Swedish Hasbeens was launched in 2007, in two small retro design, lifestyle concept stores in Stockholm, Sweden. Emy Blixt and Cecilia Wingard Neuman had come to the conclusion that modern shoes lacked the natural craftsmanship and quality of traditional Swedish footwear. The challenge was to produce shoes in organic materials and fashionable designs while using production methods from the 1970s. The idea began on a whim, when Blixt bought 300 colourful clogs from an old shoe factory. The shoes reminded her of beautiful women from her childhood growing up in a small fishing village. Blixt and Neuman took the clogs to Stockholm and gave them to friends, who helped spread the trend. Together with an old clog manufacturer, Blixt then designed a series of clogs called 'Emy', inspired by the originals. Swedish Hasbeens products are now sold in 400 stores in more than 20 countries, including China, Japan and South Korea. This spring, Swedish Hasbeens outlets will open in Lane Crawford, Hong Kong; Seoul; and Shanghai
Why we love it: the name is interesting; what exactly is a 'hasbeen'? Well, according to the company's site: 'a Hasbeen is tired; tired of being branded as a categorised target…
The 420 sq ft unit at 61 Neal Street will be the brand’s permanent UK flagship and opens on 7 March. The brand has previously opened pop-up shops in Shoreditch.
Swedish Hasbeens, which is known for its 1970s-inspired wooden clogs, is also sold by House of Fraser, Office and Yoox. It has three other stores, all in Stockholm.
The London store will sell both the footwear range and the brand’s clothing line HasJeans.
Christian Hallerod, a Swedish interior designer behind stores for Acne and beauty brand Byredo, designed the shop, which aims to highlight the label’s Swedish heritage by using natural materials.
Emy Blixt, Swedish Hasbeens founder and designer, said: “A flagship store in London is a natural step for us to get closer to our UK customers. After six summers of pop-up stores in Shoreditch, we have finally found the right location in an old 17th-century building in Seven Dials.”
Does it work? – Tablethotels.com