Scandinavian footwear brand Swedish Hasbeens is opening its first permanent UK store in the Seven Dials area of London’s Covent Garden.
The 420 sq ft unit at 61 Neal Street will be the brand’s permanent UK flagship and opens on 7 March. The brand has previously opened pop-up shops in Shoreditch.
Swedish Hasbeens, which is known for its 1970s-inspired wooden clogs, is also sold by House of Fraser, Office and Yoox. It has three other stores, all in Stockholm.
The London store will sell both the footwear range and the brand’s clothing line HasJeans.
Christian Hallerod, a Swedish interior designer behind stores for Acne and beauty brand Byredo, designed the shop, which aims to highlight the label’s Swedish heritage by using natural materials.
Emy Blixt, Swedish Hasbeens founder and designer, 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.”