SWEAR London have gathered everything they’ve learned in over two decades of footwear production and found that customers want one thing above all: choice.
To the unfamiliar, SWEAR is a brand that has managed to influence sneaker culture without ever really being a part of it. Their 90s offerings were seen in more raves than cyphers, and their early 2000s footwear was more sartorial than sporty.
But in late 2017, the brand made a big change that reverberated through the sneakersphere. A sharp pivot to a fully customisable range came with renewed interest in their most provocative designs. Haute heft emerged just as SWEAR was reviving their rotund retro offerings and Demna Gvasalia, whose Triple S was the movement’s marquis bruiser, recognised SWEAR’s OG status by collaborating with them on a sneaker that would come to characterise the ‘absolute unit’ meme.