Swedish Hasbeens at H&M

Swedish Hasbeens for H&M spring 2011, pictures: hm.com

Another H&M collaboration is launched. H&M will be working with the cult shoe label Swedish Hasbeens bringing its wooden-soled style to the rest of the world. Three styles of wooden-soled clogs made exclusively for H&M will be available in around 150 stores worldwide from the 20th of April. The Hasbeens clogs, bags and belts are based on original 70’s models and are made of ecologically prepared natural grain leather. All products are still handmade in the same small Swedish factory since the 1970′s. The shoes of the Swedish fashion brand Swedish Hasbeens were chosen as the trend of the year in Sweden at the annual Trend Award Gala 2008 in Stockholm.

SJP in Swedish Hasbeens

Just two years after entering the US market, Swedish Hasbeens’ fashion clogs became one of the most attractive new brands in the US due to their quality and natural materials. The market was helped by the fact that the shoes have been spotted on both Sara Jessica Parker on the set of Sex And The City 2 and in the press on Agenyss Deyn and Maggie Gyllenhaal.
According to the Hasbeen website a hasbeen is described as follows: “A Hasbeen is tired. Tired of being branded as a categorized targetgroup. Tired of being analyzed and increasing profits of corporations. A Hasbeen shows their love for creativity, joy and quality in what they wear. Regardless of what brands and famous people and expensive advertising spam them with. A Hasbeen is not a categorized consumer but creates her or his own style, mixing playfully and without respect from different ages and cultures. A Hasbeen is not perfect like in a fashion magazine, does not care for being over-trendy. A Hasbeen dressed the way they feel or want.”

Clogs by Åsa Westlund There goes the Neighbourhood

(Hmm… they might have to change their first proverb “tired of increasing profits of corporations” now..?) With their thick clog heels, Hasbeens are super comfy and that might just be the reason they’re not really my style. I’ve only found one updated clog model that I’ve liked since the clogs of my childhood and that was the one designed by Åsa Westlunds/There goes the Neighbourhood pictured to the right.

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