Swedish Hasbeens opens UK flagship store on Neal Street

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Footwear brand Swedish Hasbeens has opened a flagship store at 61 Neal Street, after a series of successful pop up shops in East London.

The 420sq ft unit opened on 7th March and was designed by Swede Christian Hallerod, who has also designed stores for Acne and beauty brand Byredo. The interior design concept follows that of the brand’s stores in Stockholm, highlighting Swedish design and the use of natural materials.

Swedish Hasbeens designer and founder, Emy Blixt, said: “A flagship store in London is a natural step for us to get closer to our UK customers. After six summers of pop-up stores in Shoreditch, we have finally found the right location in an old 17th-century building in Seven Dials.”

She added: “This area of London is a great mix of art, design/fashion stores, restaurants and cafes. This is the perfect location for us where we can meet our customers from all over the world. Since London is one of the most influential fashion cities in the world, we have a great opportunity to share our brand across generations and cultures.”

Swedish Hasbeens was founded in 2006 and its ‘70s inspired clogs have been worn by Alexa Chung, Sarah Jessica Parker, Paloma Faith and Maggie Gyllenhall. The shoes are also sold in the UK at House of Fraser, Office, and Yoox.

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