This spring, H&M will be working with the cult shoe label Swedish Hasbeens to bring its wooden-soled style to the rest of the world. Swedish Hasbeens
was founded in 2007 by childhood friends Cilla Wingard Neuman and Emy Blixt. Available from April 20 in 150 stores worldwide, the three styles of
wooden-soled clogs, made exclusively for H&M, are inspired by the traditional Swedish styles of the ’70s. Using handcrafted methods and
environmentally friendly materials, Swedish Hasbeens are a perfect example of how fashion and fun can also be naturally sustainable.
“I love the genuine feeling you get from Hasbeens, from the wood and the leather, and also how they take something traditional and Swedish and make it
contemporary and modern," says Ann-Sofie Johansson, H&M’s head of design. "These Hasbeens for H&M fit perfectly with the ’70s bohemian look that’s
so important this coming season.”
For H&M, Swedish Hasbeens have created three wooden-soled styles, which will become wardrobe essentials this spring. If you're looking for drama
there’s the strappy wedge, with three buckle straps at the ankle and a progression of straps going over the foot, all sitting on a wooden wedge to give the
gladiator look an unexpected twist. This wedge is available in three colors – cream or tan on a pale wooden wedge, or black on a black base. Then there’
s the heeled summer sandal with one ankle strap; it comes in cream and red on a pale wooden base. And finally there’s a peep-toe slip-in wedge on a
wooden sole, with snake-effect leather, which is laced on top. The shoes are available in sizes 36-40 and cost $59.95 to $69.95. All three styles are
exclusive to H&M, making this one of spring’s must-haves as soon as they hit the stores!
“We believe very strongly in making better shoes for a better world. We want to make fashion more fun, creative and friendly to both the environment and
people," says Emy Blixt, founder and designer of Swedish Hasbeens, who began to create the line in 2006 when she found 300 pairs of ’70s clogs and
revived them for todays woman. "And we have loved designing for H&M! It’s a fantastic opportunity to spread the idea of Hasbeens and make these shoes
available to more people around the globe.” Hasbeens can now claim an international cult following, having been worn by the likes of Maggie Gyllenhaal
and Sarah Jessica Parker, but they also have real soul, which comes from their history and the traditional methods still used to make them, including the
use of natural materials.
By Lisa Hart
IN THE MARKET
POSTED January 21, 2011
Crazy for Clogs: H&M & Swedish Hasbeens to Partner for Spring 2011