SWEAR MISSION STATEMENT:
Swear London seeks to create its own brand of hybrid footwear with a defiant yet refined attitude.
Swear is a London based footwear brand founded in 2001 by young entrepeneur Jose Neves, whose history in the fashion industry includes creating the SIX showroom in London and more recently the cutting edge fashion destination Farfetch.com.
Swear is synonymous with the casual hybrid shoe, leading the contemporary fashion footwear market by continually playing with silhouettes and updating shoe traditions to compliment ever changing fashion opinions.
Swear has recently commemorated its 10th anniversary with a popup store aptly named THE10SPACE in the Old Truman Brewery in East London showcasing the best of 10 years of design and presenting its new creative direction for AW11/12 under new designer Matthew Taylor.
"SWEAR's Spring/Summer 2012 Collection is an impressive showing from a reasonably new and upcoming label on the scene." [In Slam x Hype Jan. 2012]
"Featuring a series of reworked styles starting from desert boots to casual derby shoes, the new line-up reveals the brand's creative utilization of a variety of materials." [In Hypebeast Jan. 2012]
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