ACTIVE: 2016 – present

MYSWEAR is the world’s first truly customizable sneaker.  Owned by RIPE Productions Ltd, a London-based technology company that provides digital 3D customization solutions to the luxury sector, the brand offers customers over 60 luxurious combinations, realized through the creation of complex digital sculptures.

The cult SWEAR unisex sneakers, which take their names from London’s most iconic streets, are available in 15 styles and in 80 materials including different colors and leathers, and exotic skins such as python, ostrich and crocodile.

As an active advocate of an omni-channel approach to retailing, RIPE’s in-store customization bars, recently seen at the MYSWEAR pop-up at Harrods, allow customers to physically interact with the shapes, materials and proportions of their chosen product via a holographic projector.

About The Founders

Ben Demiri

Ben gained a BSc in Molecular Biology from Birkbeck University in London in 2002, and was subsequently awarded an MBA in Business Management by the University of Westminster in 2009.

He began his career as Sales & Marketing Manager at Lara Bohinc in London, before spending a year as a researcher at Barcelona’s Laboratorio Echevarne.

In 2006 he became Sales Manager at wholesale and shoe showroom collective SIX London, being promoted to Director and then CEO of the company in 2011.

José Neves

José began his career with a technology business, Grey Matter, founded while he was studying Economics at Universidad de Porto in 1994. Then, influenced by the strong shoe and textile industry close to his home in Portugal, he began designing shoes, which in 1996 led to the launch of contemporary shoe brand Swear in London.

In 2001, José added to his growing portfolio with the opening of luxury London clothing retailer B-Store, for which he received a British Fashion Award for ‘Retailer of the Year’.

Both Swear and B-Store formed part of the portfolio of SIX London, founded by José in 1996, that manages the licenses for both companies, as well as other contemporary designs from brands such as Opening Ceremony and Ksubi.

In 2008, the entrepreneur founded Farfetch, the luxury fashion e-commerce platform, and subsequently co-founded RIPE Productions in 2015.

In addition to his British Fashion Award, José was awarded the Vogue Directors.Com ‘Top Entrepreneur’ award in 2011, and also the ‘London and South Region Entrepreneur of the Year’ 2013 by Ernst and Young.

Gonçalo Cruz

Gonçalo gained a BSC/MSc in Industrial Engineering and Management from the University of Porto, where he was also awarded an MA in Literary, Culture and Interart Studies.

In 2006 he joined FedEx Express in Porto as an Industrial Engineer before taking up positions at Accenture in Lisbon, Porto and Chicago as an Industrial Engineer and Business Consultant.

In 2011 he joined the Board of Directors at ADDICT (Agency for the Development of the Creative Industries) in Porto before co-founding digital studio We Came From Mars, which specialises in apps and games for the mobile industry.

After being tasked by Groupon to establish their operations in Portugal, he held roles at Eureca and award-winning studio Jump Willy, and co-founded Uou and OneBiller, before co-founding RIPE Productions.