Ceased production: 2001
Location: HQ London? Other stores in Moscow, Tokyo, Hong Kong, Madrid, Melbourne? According to Solestruck the shoes were originally produced in Portugal.
Founders: Jose Neves and Jorge Sampaio
The first SWEAR store was opened in 1996 (Covent Garden) by Neves (founder of the SIX showroom, who manages licenses for bStore, Opening Ceremony, and Ksubi) and Jorge Sampaio (brand manager). At that time the London fashion scene was heavily influenced by the Ministry of Sound rave scene and Japanese Manga cartoons.
SWEAR was split into two companies – SWEAR London and SWEAR Alternative in 2000. The Alternative label produced the more outrageous designs while London was more conventional. In 2001 Alternative ceased production while London was relaunched and continued production.
SWEAR Alternative Styles
- Mad Planet
- Street Mix
Here’s some pics of SWEAR stores. Anyone have any idea where else they had locations?
Since I can’t figure out where else to put them, here’s some collection pics
Google Archive. http://www.fashionreview.co.uk/swear-london-shoes/
Screen caps from Vixens and Angels
Collection pics from SWEAR Facebook group