London footwear label Swear has launched what it claims is the world’s first “truly customisable sneaker”.
Called Myswear the range comes in 60 customisable options, which the customer can create themselves using an online design tool, housed on etail site Farfetch, which sells the brand.
The Swear label was founded by entrepreneur Jose Neves 2001, who remains its chairman (Ben Dimitri is CEO). Neves went on to establish Farfetch, which brings together some of the world’s best fashion boutiques into one portal, in 2008. The business has been one of the great etail success stories of the past decade and is reputedly valued at more than $1bn, placing it in the so-called “Unicorn” business category for start-ups.
With Myswear the customer can choose from 10 different base designs and create their own versions by selecting from a range of luxury materials (including crocodile, ostrich, hairy calf and crocodile, which they are committed to sourcing ethically) and colours, before being able to apply their own monogram.
Available in 10 unisex styles each named after a London street, including Swear’s signature pointed toe “Dean” model, the customisable sneakers range in price from Euros 300 to Euros 3,280. The brand is promising to introduce one new style each month plus special collaborations.
To mark the launch the brand has assembled a panel of international ambassadors who have a combined social following of more than 20m. Well-known names on the list include designers Thakoon Panichgul and Henry Holland, model Tyson Beckford, writer Miroslava Duma and blogger Leandra Medine.
Find out more at www.my-swear.com
