London’s Shoreditch has become the epicentre of cool pop-up shops. And with Spring really, really (nearly) here, another, erm, popped up yesterday.
Clog supremos Swedish Hasbeens have taken up residence on Hanbury Street – just next to Brick Lane – for the next six months and on Thursday I got a sneak peak of the new store at a press breakfast.
The vintage-inspired store – with its retro lamps, lace throws and jars of freshly cut flowers – is hardly surprising when the inspiration behind the entire brand came from 70’s clogs found in an old factory.
Emy Blixt, founder of the company, was a primary school teacher until she discovered and subsequently bought 300 pairs of 70’s clogs. And according to Emy, the entire inspiration behind Swedish Hasbeens was all thanks to Anita – the ‘hottest mum in all of southern Sweden in the 1970’s. While smoking Camel she screamed at her kids until her curlers fell out and just looked fabulous in her white high-heeled clogs.’
One by one Emy sold the clogs to her fashionable friends, who all loved their retro vibe until finally all 300 pairs went. And so, in 2007, Emy set up Swedish http://www.topambienonline.com Hasbeens.
‘Call of The Wild’ is the theme for SS13 and the shop goes with the theme – behind the till is a large scale version of the campaign image.
Styles such as the brand new Debutant -with a lower heel and cheaper price than previous shoes and the Super high heart sandal will both be available to buy, as well as a brand new metallic collection launching next month.
The story behind the brand is really heart-warming – and the shoes so retro fabulous that you probably won’t be able to stop at just one pair.
I’ll be wearing my new yellow heart sandals right now with tights, which looked amazing on Hasbeen’s PR Fia.