London based footwear label Swear appointed a new creative to reposition the brand. The brand named Dominic Webster as Creative Director to strengthen the men’s and women’s product offering and to oversee the brand’s creative direction. Webster has been working in the mens footwear industry for over four years. Dominic has been working in the mens footwear industry for over 4 years, and designed, developed and oversaw the growth of H by Hudson on an international level. His appointment at Swear will oversee the existing design team including menswear designer Matthew Taylor and womenswear designer Simona Citrella, previously of Dolce & Gabbana.
Swear is one of the leading contemporary fashion footwear companies of the UK. To broaden its horizon, the company plays with silhouettes and innovative designs. For AW10, Swear is diversifying its product offering to introduce a different calibre of shoe. The collection remains influenced by music and youth culture, reinterpreting classic styles but keeping up with modern luxury. The women’s line references the men’s design direction with an androgynous feel.
In addition to the newly appointed design team, Swear will reinstate the original Swear logo offering a contemporary edge to the brand and collection.