Swedish Hasbeens to open pop-up store at Selfridges!
On the 26th of March Swedish Hasbeens will open their first ever pop-up store at the world famous department store Selfridges in London. Naturally, the iconic wooden clogs will be available, as well as leather bags and shoes with leather, real corc and natural rubber soles – a recent addition for the brand.
The concept of the store is inspired by the sporty, retro Spring/Summer collection. The shop fittings are in 40's and 50's pastels, such as baby blue and light pink with props such as gymnastic benches, trophies as well as bowling pins and balls. The pop-up store will be located in the middle of the shoe department and will be open for four weeks.
"This is a fantastic opportunity to show the breadth of the product range to both our die hard fans as well as new customers, on a wonderfully vibrant market. Selfridges´ unique position of successfully combining a world class premium retail environment with an incredible commercial platform, makes them a dream partner on this venture" says Martin Sjöström, CEO
The Spring/Summer collection is inspired by the active women lifestyle of the 1940's, 50's and 60's, a time when female athletes were not a given sight, as today. Inspiration is found in Wilma Rudolph, who challenged the norms of the time by winning three gold medals in the 1960's Olympic Games. In the Spring/Summer collection for 2012, you will find the classic tennis and bowling shoes as well as an interpretation of the typical 1940's dancing shoes. The colour for this season is bubblegum pink, baby blue and mint. New for this spring are also sporty leather belts and bags inspired by vintage bowling bags.
"The challenge for the SS12 collection has been to be innovative while still staying true to the concept and the result is a collection inspired by Hasbeens like Wilma and the active lifestyle of the 1940-50's, which made fashion sporty and more comfortable." says Emy Blixt, designer at Swedish Hasbeens.
Swedish Hasbeens was founded in year 2007 by Emy Blixt and Cecilia Wingård Neuman and their products are today sold in over 20 countries. The iconic wooden clogs are still made in the same way as in the 1970's, manufactured in organic materials but with a modern twist.
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