MMM: New pop-up shop for Swedish Hasbeens

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.

Breakfast at a pop-up? Don't mind if I do
Breakfast at a pop-up? Don’t mind if I do

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.

Gorgeous vintage details and yummy breakfast bits
Gorgeous vintage details and yummy breakfast bits

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.

Founder of Swedish Hasbeens Emy and UK PR Tove both love their Cobra Hasbeens
Founder of Swedish Hasbeens Emy and UK PR Tove both love their Cobra 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.

Call of the Wild campaign image
Call of the Wild campaign image
Boxes of Hasbeens
Boxes of Hasbeens

 

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.

Debutant shoe, Swedish Hasbeens
Debutant shoe, Swedish Hasbeens. Available in other colours
The brand new metallics collection, out next month
The brand new metallics collection, out 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.

My new yellow heart sandals
My new yellow heart sandals (also available in other colours)

Check out all of their shoes online and if you’re in London, check out the pop-up at 25 Hanbury Street, E1 – open until October.

 

 

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