About Us

Since its frantic inception S***R attracted the eye of creative people in the worlds of fashion and music. Indie artists, musicians and actors have been spotted wearing S***R shoes, among these respected designer Matthew Williamson, Thom York from Radiohead, Skin, Orlando Bloom, many a band from Kings of Leon to Muse, Nouvelle Vague to Liars, The Horrors to The Teenagers, all felt the noise of Swear.

S***R's original DEAN design, a pointed shoe with distinctive rubber sole, featuring the iconic James Dean "Rebel Without a Cause" graphic outsole, marked the brand's now instantly recognisable S***R 'look'.

Few brands used a sports based sole in so many ways before. From classic oxfords and derbies to the most complex design, the DEAN has been the quintessential style of every S***R season, notably for its use of rich materials and colourfully employing metalic leathers and bold detailing.

More recently, S***R introduced six new shapes: the Jimmy and Grant in 2006, the Gene and Jack in 2007 and for AW08 new designs Joe and Iggy which will also attract a crowd of their own for their quirky detailing while mantaining S***R's quintessential cool and "dont give a f**k" design ethos. One could say, such attitude would be to blame when going forward with some of our collaborative projects, such as a 3-season Fred Perry by S**R collection, a SS08 Casette Playa by S**R capsule collection presented during London Fashion Week and a new "I S***R by Hummel" project taking S***R to a more sports orientated area.

Collaborations with clothing label D.I.E. and grafitti artist Best One have been going for over two years now and present a great platform for experimentation for S***R as well. This new effort on diversity solidified the position of the brand in the market to worldwide praise. S***R is in over 1000 doors worldwide in 2008.

Keeping with the best channels of distribution the brand is able to be stocked at the hi-end level of the influential independents as well as in the established multiples and dedicated shoe stores, by implementation of segmentation. Renowned stockists for S***R in 2008 include Galleries Lafayette, Harvey Nichols, Dmop, IT, Roden Gray, Purple, Doshaburi, Kitchener, Bernies, Hommes et Femmes, Playground, American Rag, Opening Ceremony, Ultraviolet, Shine, Oak and our own Number1 in Barcelona to name just a few. S***R is distributed in all key markets: UK, Japan, France, Germany, Italy, Spain, Scandinavia, Benelux, Hong Kong, USA, and other countries.

"S***R in Carnaby st. has great men's shoes"
by Matthew Williamson in style.com

"…on the streets of London, Paris and Tokyo its evident that the footwear choice for a new crop of trend-setting men is the S***R urban collection, a groundbreaking line…"
By Meghan Cleary for the JC Report

S***R flagship stores in London:

number concept store

22 carnaby street, London W1F 7DB

tel: 0207 7341690

S***R is part of the SIX showroom

home of b store, Opening Ceremony and Surface 2 Air footwear.

Contact the SIX showroom for Wholesale:

SIX showroom

24A Savile row, basement, London W1S 3PR

tel: 0207 7340467

Jorge Sampaio (swear@sixlondon.com)

www.sixlondon.com