SWEAR London

A bold eCommerce platform for an influencer driven sneaker brand


Relaunching SWEAR London - iconic shoe brand with the world's first 360° customisable trainer.



The Challenge

SWEAR was originally launched as an alternative shoe brand in 1995 by José Neves, who later went on to found Farfetch. The brand has a unique set of eclectic collections, with grunge and punk undertones.  In early 2000 the brand broke into two categories — SWEAR London and SWEAR Alternative.

In 2017 the brand focussed on a complete revitalisation, unifying the two propositions. With board level oversight from José Neves and Natalie Massenet, the relaunch is the showpiece to an exciting new technology customisation engine which brings the world’s first truly customisable sneaker to market.

We were tasked with helping to unify the two brands by launching a cutting edge 360° eCommerce site that would enable customers to create the world’s first truly customisable trainer.


Celebrating Imperfection

Working closely alongside the Farfetch, Platforme and SWEAR teams, we mapped out and simplified a complex set of user journeys, helping users customise almost any aspect of their shoe with ease.

Personalisation is a pertinent topic in the space -- but innumerable options to customise comes at the cost of choice paralysis. Our creative platform was centred on the celebration of imperfection which led to a unique art direction and copywriting style.
We also designed numerous customisation options across roughly 10 key areas per shoe, resulting in an immeasurable array of outcomes - with the choice of trainer materials alone ranging from simple suede and leather to more unusual and bespoke materials. 

Change is afoot

Our outcome was a bold and highly interactive online experience, designed for the digital native, and wasn’t afraid to throw traditional eCommerce convention on its head.

The site’s launch was supported by a prolific influencer marketing strategy which focuses on channels such as Snapchat and Instagram involving the likes of Will.i.am. Products were customised on a monthly basis in the form of a ‘takeover’ to inspire users and showcase the individuality in every outcome.