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H&M teams up with Swedish Hasbeens, offering ’70s-style clogs


NEWS
Filed by Lucire staff/January 20, 2011/8.41


Ann-Sofie Johansson och Emy Blixt
Mattias Bardå

Above Ann-Sofie Johansson, H&M’s head of design, and Emy Blixt, founder and designer of Swedish Hasbeens. Below The three spring–summer styles from Hasbeens for H&M and their various colour schemes.
Swedish HasbeensSwedish Hasbeens
Swedish Hasbeens
Swedish HasbeensSwedish Hasbeens
Swedish Hasbeens
Hennes & Mauritz will distribute Swedish Hasbeens, a cult shoe label selling wooden-soled clogs.
   With customers favouring hand-made items and appreciating craft a lot more in the early 2010s, H&M is tapping in to this trend by selling three styles from Swedish Hasbeens from April 20, in 150 stores worldwide. Hasbeens also uses environmentally friendly materials and claims to be sustainable.
   Hasbeens has been inspired by traditional 1970s’ Swedish styles.
   The three styles are a gladiator style strappy wedge with three buckle ankle straps and a progression of straps going over the foot, available in cream, tan and black; a heeled summer sandal with one ankle strap, in cream and red; and a peep-toe slip-on wedge,, with snake-effect leather. Sizes are 36 to 40; prices range from €49·95 to €59·95.
   ‘We have a strong belief in making better shoes for a better world,’ says Emy Blixt, founder and designer of Hasbeens. ‘We want to make fashion more fun, creative and friendly to both the environment and people,’ says Emy Blixt, co-founder and designer of Swedish Hasbeens.
   ‘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. These Hasbeens for H&M fit perfectly with the ’70s bohemian look that’s so important this coming season,’ says Ann-Sofie Johansson, H&M’s head of design.
   Swedish Hasbeens, founded in 2007 by Blixt and Cilla Wingård Neuman, has fans including Sarah Jessica Parker and Maggie Gyllenhaal.

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