Wednesday 17 August 2011

Swear Pop-up Shop in Shoreditch

It's been pretty hard finding details on this one, but footwear company Swear are marking their 10 year anniversary with The 10 Space, a pop-up shop in one of the buildings around the Old Truman Brewery.

"Swear is a footwear brand created in London by entrepeneur Jose Neves. In 2000 Jose and brand manager Jorge Sampaio wanted to create a crossover shoe for a crossover generation. Tired of going to gigs and seeing cool young people wearing a mix of converse and vintage boots with their skinny jeans, they set out to design a sneaker-classic shoe hybrid that would look cool with tight jeans and t-shirt, a bold and minimal look of the early 00's, taken to the streets by garage rock revival bands such as The Strokes, White Stripes or The Hives. 
Indeed, since its frantic inception Swear attracted the eye of a music and fashion forward crowd. Many indie artists and musicians have been spotted wearing Swear shoes. Among these, guys in such diverse acts such as Radiohead, Franz Ferdinand, Kings of Leon, Muse, Nouvelle Vague, The Teenagers, iliketrains, The Horrors, Bloc Party, Foals, Amazing Baby, The Big Pink, Queens of the Stone Age, Liars ... we say they all felt the noise of Swear."

When - 12th August - 9th September

Where - The Dray Walk Gallery, The Old Truman Brewery, Dray Walk, 91 Brick Lane, London, E1 6QL


Link 1 - Swear London
Link 2 - Tumblr for the shop, with lots of pictures

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