Swedish Hasbeens opens UK flagship store

By

Barbara Santamaria

Published
Mar 7, 2018

Swedish Hasbeens, a Scandinavian footwear brand, has opened its first permanent store in London following a series of successful pop-up spaces in Shoreditch.

The UK flagship store opened in the lively Seven Dials area of London’s Covent Garden this week, fitted with the brand’s interior design concept which can be also seen at Swedish Hasbeens’ retail spaces in Stockholm.

The concept, created by famous Swedish interior designer Christian Halleröd, spotlights the brand’s Scandi roots with clean design and natural materials. Halleröd has also designed Axel Arigato’s store in London, and created concepts for Acne and Byredo.

“The UK is a great market for Swedish Hasbeens and it’s a mutual love. A flagship store in London is a natural step for us to get closer to our UK customers. After six summers of pop-up stores in Shoreditch, we have finally found the right location in an old 17th century building, in a popular fashion and shoe shopping area, Seven Dials,” says Emy Blixt, founder and designer.

“This is the perfect location for us where we can meet our customers from all over the world. Since London is one of the most influential fashion cities in the world, we have a great opportunity to share our brand across generations and cultures.”

Founded in 2006 by Emy Blixt and Cilla Wingård Neuman, Swedish Hasbeens sells a range of footwear styles with wooden heel and leather upper. The designs have attracted a cult following, with Alexa Chung, Sarah Jessica Parker, Paloma Faith and Maggie Gyllenhall among its customers.

The brand also sells a line of trousers and accessories.