I thought I'd let the Mark Twain quote in the title and the writings on the white wall do most of the talking about shoe label Swear's 10th Anniversary that is being feted with a month-long pop-up space at the Dray Walk gallery on Brick Lane.
That, and a tale that probably many 'indie' folk in London and beyond will have to tell in relation with Swear. The label was founded by Jose Neves (who is incidentally now the CEO of Far Fetch) and Jorge Sampaio in 2001, because they wanted a cross hybrid classic shoes with sneakers/trainers for gigs. It was afterall the height of indie awesomeness when every band name had 'The' as a prefix and floopy hair, skinny jeans and a vintage check shirt made girls like me swoon. Swear have been lucky to count what is basically part of my iTunes playlist – Radiohead, Kings of Leon, Nouvelle Vague, The Teenagers, The Horrors, Bloc Party, Foals, The Big Pink etc etc etc as customers.
If you wanted to project a slightly left field, creative-minded and music-loving persona, Swear was your port of call. Steve had pair of the original 'Dean' shoes – a slightly pointed punched-hole shoe that was fused with the look of a white trainer – and embarrassingly, before we got together as a couple, I used to see him wear them out and about at Modular parties (remember those?), bouncing about to Simian Mobile Disco, and think to myself "We might just be on the same wavelength…" Funny what a shoe can project. Obviously Steve's other less tangible qualities were what slayed me and not the Dean shoes but still, Swear did a fine job of communicating a very specific image that gave kids in London a certain swagger at those pre-recession times.
Therefore, Swear have much to look back on as well as taking this opportunity to look forward. With their timeline of ten iconic Swear designs on display at the pop-up space, they chart a design trajectory that has been closely tied with bands.
These are the infamous Dean shoes designed by Jose Neves for spring 2001. I'm sure every guy's pair of Deans have been battered to death…
These autumn 2008 checkered lace-ups were worn by La Roux in her Bulletproof video…
These were made for Cassette Playa's show in spring 08 and were limited edition. I bought a pair of navy ones that had a banana yellow platform sole – just one of many pairs of flatform shoes that I rely on, ranging from brothel creepers to Prada brogue/espadrille hybrids.
Their current collection heralds a design/creative shift at Swear. The brand has grown up and for men and women the designs have perhaps been injected with more classicism. The iconic designs will of course still be produced constantly but the new collections certainly sees Swear go forward with less of an emphasis on fusing sneaker/trainer details into the shoes.
There are still plenty of design quirks to be found. For A/W 11 they've got a lovely tapestry brogue coming out which I wore for a shoot here… I'd be more than happy to don a coat, trousers and bag in this tapestry fabric…
In the other areas of the installation, Swear feature t-shirts by brand Tourne de Transmission…
…as well as a collection of tees by Fanny and Jessy who have come up with their own ten 'swear' phrases… I think I gave the game away on Huntington Beach in California when I opened my mouth to say "Golly gosh, this sun is so hot!". Sometimes I think my mouth might be time travelling on its own accord…
There are also ten illustrations by Leeds-based artist Amie Howarth who was also present with some very cute Hello Kitty headphones. She drew ten of her favourite shoes from the Swear S/S 11 collection including some lovely candy-striped lace-ups that are annoyingly only for men.
Wooo Great Space …
oh wow coolest shoes ever! you could make those red ones look so badass omg i want them
http://heatherheartsfashion.blogspot.com/
I love these guys!
Thanks for joining the SWEAR team on the night and thanks for such a great piece Susie!
Written with such a unique and authorative grasp it really makes me proud of being part of these 10 years.
keep in touch,
best
Jorge Sampaio
SWEAR
the10space.tumblr.com
I’d looove the black ankle boots with the orange-ish sole at the middle of the post 🙂
Nice post!
xoxoxo
Hey Susie, thought I’d write and say that your blog is amazing, and it will be my guide when I visit UK (I leave this Saturday). I can’t wait to check out the shop you feature in this post, I really need a (few) pair(s) of cool shoes like those! Thank you for being such a great blogger! I love reading your blog because it makes me feel like I was there with you.
Wow some of them are so really very nice. The pair on you looks amazing!
love love love!!!
I’m in love with the colorful shoes in the 6th photo! Jeez, I NEED to get my hands on those!
love the shoeees!
Hey Susie, do you know this german label anntian? I’m quite sure that you will love it.
http://www.anntian.de
Oooh the tapestry brogues are nice!! Was supposed to go last night but…no. Thesis said no. Shall have to make a beeline for it next week!
xx
Duck
Veryyyyyyyyyyy cute shoes! Intricate design and make!
Shan @ Orchira
http://www.orchira.co.uk
Is it bad that I really like the shiny silver ones?
This just like heaven!
I love those shoes 🙂
nothing short of amazing popup… good luck to Swear for another 10 years!
I’m glad to see that Gordon Bennet still has a power of swear.
Very interesting post!! Thank you!
http://www.afrenchinlosangeles.com/
wahhh, great shoes!! i like the concept behind them!! and i’m glad to see that you like nouvelle vague 🙂
a GLORIOUS post of beautiful shoes! Loving the tapestry ones the most XD
I also really like the tshirts – I find something so simple as black and white!
xx Sarah
http://gingerdolldreams.blogspot.com/
Amazing pictures aswell as an amazng blogg!
LOVE,
LINE
http://themanylivesofline.blogspot.com/
I love those boots!
VanityWhisper
http://vanityswhisper.blogspot.com/
I’m confused – I bought a pair of platform Swear’s from their covent garden Neal St store back in… like… 1999 – when i was at sixth form college (and i didn’t go to uni til 2000!)
& i embarrassingly indeed got them cuz thom yorke was in dazed & confused wearing Swears LOL
Sarah: you’re thinking of Swear Alternative which existed before Swear London I think…
Swear Alternative no longer exists…
Not sure what the business dealings were between the two – whether they were owned by the same people or not but they’re definitely separate shoe labels…
Hi Sarah, Thom Yorke was not wearing any platform shoe in that Dazed & confused mag, it was a cross between a bath tub and a vans called ‘criminal skate boarder’ – this was indeed part of the swear alternative collection started in 1996 by the same founders of Swear v 2.0 (est 2001). Since the start of Swear as we know it today the alternative version has been out to rest but still has thousands of fans worldwide. Hope it helps.
View my fashion blog! http://stylinstephie.blogspot.com/
We have such a limited selection where I come from and they don’t even have the women’s selection so this entry is rubbing in how much I’m missing out! I love the T-shirt though. Kinda like a funny way of putting across the ‘SWEAR-ing’ spirit.