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.
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.
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.