Inspired by Heroines of the Past & Sporty Retro Dreams – Swedish Hasbeens SS12

Swedish Hasbeens has been creating innovative takes on the traditional Swedish clog for five years now, using all natural materials (more on Designer and Creative Director Emy Blixt’s thoughts on inspiration and sustainability here).

The brand showed its Spring/Summer 2012 collection during Stockholm Fashion Week last week, and it seems like Hasbeens fans have a lot to look forward to this coming spring.

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

The collection is inspired by the classic sports shoes from the 40s and 50s like the saddle shoe, driving shoe, bowling shoe and beach sandal — styles that came into fashion and were worn by men and women alike. “We must never forget what sport has means for the equality of women and men and how it still makes us stronger in body and mind,” says Emy Blixt. The collection’s gender equality theme also shows through in that several unisex styles are included. It’s the first time Swedish Hasbeens offers styles for men.

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

Swedish Hasbeens SS12 Show at Stockholm Fashion Week

The Spring/Summer 2012 show, held at a somewhat shady nightclub establishment located in one of the city’s busiest traffic circles, offered performances from gymnasts dressed in Swedish Hasbeens. The presentation felt very true to the feel of the collection, which was inspired in great part by the American athlete Wilma Rudolph, who proved once and for all that women were a force to be reckoned with in the sports world. “The challenge for the SS12 Collection has been to innovate while still staying true to the concept and the result is a collection inspired by Hasbeens like Wilma and the active life style of the 1940-50s, which made fashion sportier and more comfortable,” says Blixt

After the show, the shoes and accessories were artfully displayed around the space.

After the show, the shoes and accessories were artfully displayed around the space.

The unisex Driving Shoe.

The unisex Driving Shoe.

The Baskemölla Duck Toe in Bubble Gum Pink.

The Baskemölla Duck Toe in Bubble Gum Pink.

The Pump Ballerina in Nature.

The Pump Ballerina in Nature.

The new collection introduces some new styles, like flipflops, driving shoes (both available with heels and without), bowling shoes (Blixt’s personal favorite), wedge sandals and more classic clogs in wider widths and with taller T-straps.

The Strong Lady in Red.

The Strong Lady in Red.

The Bowling Shoe — Blixt's personal favorite — in Baby Blue, Pink & White.

The Bowling Shoe — Blixt’s personal favorite — in Baby Blue, Pink & White.

The Tassel Sandal Flat in Nature.

The Tassel Sandal Flat in Nature.

The Baskemölla Duck Toe in Baby Blue.

The Baskemölla Duck Toe in Baby Blue.

Hasbeens are always made from natural materials like vegetable-tanned chrome-free leather, natural rubber and cork. The company states that “the shoes will always be made with respect for people and the environment in the old factories just like during the 70s. Our production methods and materials are kind to nature and people. Happy shoes make happy people.”

The Mimmi in White.

The Mimmi in White.

The Thong Sandal High in Nature.

The Thong Sandal High in Nature.

The Margot in Cream.

The Margot in Cream.

Watch the video (above or here) to get the full scoop from Emy Blixt on the Spring/Summer 2012 collection.

Also check out our previous post, where Emy Blixt talks about inspiration, sustainability, the appeal of Swedish design and how it still makes her happy to see people wearing Swedish Hasbeens on the street.

About author
A designer by trade, Johanna has always had a passion for storytelling. Born and raised in Sweden, she's lived and worked in Miami, Brooklyn and, currently, Ojai, CA. She started Goodlifer in 2008 to offer a positive outlook for the future and share great stories, discoveries, thoughts, tips and reflections around her idea of the Good Life. Johanna loves kale, wishes she had a greener thumb, and thinks everything is just a tad bit better with champagne (or green juice).
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