Swedish Hasbeens to be released in April from H&M.
There’s no denying that H&M, the fast-fashion retailer from Sweden, is a retailer/brand to watch. Starting in our European Youth Culture Studies, and moving into our North American Youth Culture Studies (Spring Study 2011 launching soon), the brand continues to rise up the charts as a favorite shopping location from 13-25-year-olds.
So when they announce a new campaign or collection, most people working in youth culture industries take notice. Today, October 20, 2011, they announced the launch of cult shoe label Swedish Hasbeens’ spring collection of clog inspired-shoes available at 150 H&M stores starting April 20, 2011.
The wooden-soled styles are inspired by traditional Swedish designs, but bring with it a taste of the ’70’s, which is a direction we’re seeing in several other aspects of fashion, especially among youth fashionistas that covet vintage and thrift store finds.
White gladiator wooden-soled sandal.
“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.
“We have a strong belief in making better shoes for a better world. We want to make fashion more fun, creative and friendly to both the environment and people. 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 world,” says Emy Blixt, founder and designer of Swedish Hasbeens.
The styles include a gladiator style strapping with a wooden wedge, a wooden-heeled summer sandal, and peep-toe slip-on with a wooden sole. Prices range from 50-60 Euros.
Hasbeens have had a growing cult following around the world since their launch in 2007, including celebs such as Maggie Gyllenhaal and Sarah Jessica Parker among the first to wear the brand. At the new price points and availability in April, you can expect clogs and clog-inspired wooden wedges to match the growing trends of ’70’s styles as we move into summer.
