The kind of Swear-ing your mum wont mind

If you know your shoes, you will be aware of cult London brand Swear.. Under the creative direction of Dominic Webster, the brand’s roots are in music and youth culture, with styles inspired by mid-century America.

The designers make shoes for people with personality and for creative minded individuals. The quirky distinctive detailing means that they will always be in fashion as they are beyond fashion!

With a pop up store and exhibition in East London’s new retail project The 10 Space at The Truman Brewery. You can view the collection as a history, which began over a decade ago and has always been popular with the indie kids including Radiohead, Franz Ferdinand, Kings of Leon, and Nouvelle Vague. The month long pop-up space showcases some of the labels most popular collaborations and runs from August 15 – September 12.

There will also be opportunity to view the AW11 collection, which is a reinterpretation of the traditional classics, including the brogue, brothel creeper and hi top. The women’s collection is reflected by boyfriend brogues, loafers and pointed brothel creepers; The androgyny of the collection remains intact, but they also stay feminine in comparison.

Practical and edgy, this one piece of fashion history it would be a shame to miss.

Men's 2011