My romantic notion of bowling shoes is of Moddish ’60s sorts, Ocean Colour Scenesters and Lucy Van Pelt from the Peanuts cartoon.
The reality is stinky, sweaty ‘corrective’ style shoes at the bowling alley, usually a men’s style thanks to my size 7s. But there’s just something about the two-toned, lace-up bowling shoe that’s deliciously retro and cool.
So it’s no cincedence then, that 70s inspired footwear brand Swedish Hasbeens have taken classic sports shoe shapes from the 50s and60s for their SS12 collection.
For those not au familiare with the brand, yup, they’re Swedish and here’s how the story goes:
Her name was Anita and she was the hottest mum in all of southern Sweden in the 1970’s. While smoking Camel she screamed at her kids until her curlers fell out and just looked fabulous in her white high-heeled clogs.
One summer day in 2006 we found the shoes she wore (300 pairs of red, white and black beautiful clogs from the 70’s) in the basement of an old clog factory in the neighboring village and brought them to Stockholm. So for all these people that shared our love for Anita’s wooden shoes and for ourselves we started Swedish Hasbeens.
Cool, huh? And with that vintage vibe in mind, feast your eyes on the beautiful SS12 campaign shots – think cute pastel bowling shoes, bowling boots, saddle shoes, driving shoes, beach sandals and chunky-heeled clogs and loafers…
Never underestimate the power of dreams and the influence of the human spirit. We are all the same in this notion. The potential for greatness lives within each of us.
~ Wilma Rudolph (1940 – 1994)
Wilma grew up paralyzed from polio as the 20th of 22 children in a poor family. She stormed the 1960 Rome Olympic Games by setting loads of world records and winning three gold medals, thus showing a new generation that anything is possible regardless of race, gender or background.
“We must never forget what sport has meant for the equality of women and men and how it still makes us stronger in body and mind”, says Emy, designer and creative director at Swedish Hasbeens. And if we can do all that whilst wearing super-cute shoes, all the better, says us.
Shop the SS12 Swedish Hasbeens collection at Swedishhasbeens.com
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