Swedish Hasbeens for H&M

Queen of collaboration, H&M is teaming up with Swedish Hasbeens to bring three affordable pairs of the cult 1970s-style clogs to the high-street this spring.


Founded in 2007 by childhood friends Cilla Wingård Neuman and Emy Blixt, Swedish Hasbeens was born when Emy came across 300 pairs of 1970s clogs in the basement of an old shoe factory, which she revived using traditional Swedish methods.

These methods are still at the heart of the company, which also states that it makes its '70s-inspired footwear from "ecologically prepared natural grain leather since it’s the most beautiful and the highest quality at the same time as it’s environmentally friendly".

This all helps to justify the clog's price tags, which start at around £100 and spiral upwards from there.

Indeed, the press release for the company's Spring/Summer 2011 (s/s11) states: "In the world of cheaper and faster, fashion consumption relies on mass production, cheap labor and conventional trends. Ideas like sustainability, creativity and quality are sacrificed for short-term profitability and fear of failure in the stock market.

"Swedish Hasbeens aims to counter this destructive industry trend with their focus on quality and sustainable production and materials, like they once were made."


An interesting statement to make at a time when they were, supposedly, negotiating to create a range for a global high-street retailer that deals in fast, mass-produced fashion.

Indeed, with prices for the H&M variety of Hasbeens ranging from £34.99 to £39.99, I had to ask how they were able to cut the price point so dramatically.

A spokesperson for H&M told me: "H&M can keep the prices low – even for shoes such as Swedish Hasbeens for H&M – because we have few middlemen, we buy in large volumes, for stores in 38 countries, we have an efficient distribution system and we are cost-conscious at every stage of our business."

Admittedly, the wooden-soled shoes do look gorgeous - I'm genuinely excited about being able to get my hands on a pair. And fortunately for (or perhaps partly because of) Swedish Hasbeens, clogs have been key to the current 1970s fashion revival, so these will no doubt be snapped up when they hit shops and the online store on 20 April.


There’s a gladiator-style strappy wedge with three buckle ankle straps, available in cream, tan or black, a peep-toe slip-on wedge with snake-effect laced leather and a more traditional heeled sandal, the style that I'm after, with a single ankle strap which comes in cream and red.

It will be interesting the compare the quality of the leather and construction, but lacking the necessary few hundred pounds myself, I'll have to ask Swedish Hasbeens super-fan Mademoiselle Robot how they stack up.

What I would really, really like though, if anyone would like to act on the hint, is a pair of light Mimmie Mouses or '60s Slingbacks from the s/s11 collection proper.