London based footwear brand SWEAR have put together a selection of ‘lifestyle’ images for their new Autumn/Winter collection.
This latest collection appears to be a much welcomed step forward for SWEAR, taking them in a new direction whilst keeping the recognisable style that the brand has always had. This is due to SWEAR’s decision to invite British fashion specialist Dominic Webster to oversee the design and direction of the collection as Creative Director. With 4 years previous history in the Mens footwear game, including developing and overseeing brands such as H by Harris, this seems like a very wise move. Here’s a few words from Brand Director Jorge Sampaio on the matter:
“We are delighted to have Dominic on board, he has such a strong fashion and commercial sense combined that we hope to see a new brand direction and fresh perspective. 2010 is set to become a very exciting year for us.”
The collection is strong and the shoes appear to sit very well together. The direction of the lifestyle images is equally as strong, stinking of East London cool by portraying what appears to be a messy house party. A sight that I’m sure more than a few of you are familiar with.
The AW10 collection will be available mid-August from all SWEAR stockists.