Swear Founders

Swear Founders

 

SWEAR

 

LOCATION: LONDON

EMPLOYEES: 15

FOUNDERS: BEN DEMIRI, JOSÉ NEVES, GONÇALO CRUZ

SENIOR MANAGEMENT: MARIO MUTTENTHALER

INVESTMENT: 2016 - PRESENT

 
 

ABOUT SWEAR

SWEAR is a fully customizable luxury sneaker brand that is democratizing design via an easy to use platform. Owned by RIPE Productions Ltd, a London-based technology company that provides digital 3D customization solutions to the luxury sector, the brand offers customers thousands of options to create their own personalized sneaker, from materials ranging from nappa, suede and hairy calf to exotic materials including crocodile, python and ostrich.

Customers can design a sneaker from scratch, playing with materials and colors for every panel, including the sole and lining, or simply change laces and add initials. And for those seeking design inspiration, SWEAR collaborates with new curators each month, such as Siobhan Bell, Leomie Anderson, Vivian Frank, Kicks TQ and Ginney Noa. 

In addition to being available via their own website, SWEAR sneakers are on sale online at Farfetch, and in store at Browns, 10 Corso Como and Barneys. 

 

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.

SENIOR MANAGEMENT

Mario Muttenthaler

Mario began his career in digital in 2001 as Online Marketing Manager at lastminute.com, before he joined NET-A-PORTER as Marketing Manager.  After becoming Head of Marketing for NET-A-PORTER, he joined the MR PORTER launch team as Director Sales & Marketing.

He then took up the position of Chief Marketing Officer at the Cambridge Satchel Company, where he oversaw brand strategy, PR and customer experience. He also led all revenue streams for the business – a global website, five retail stores and wholesale partners across the UK, US, Europe and the APAC region, before joining Swear as Managing Director in February 2017 where he is overseeing the brand's relaunch.

 

CONNECT WITH SWEAR

WEBSITE      INSTAGRAM      TWITTER

 

PRODUCT HIGHLIGHTS

  SWEAR   Regent Lace-Up High Top  £440

SWEAR

Regent Lace-Up High Top

£440

  SWEAR   Redchurch Lace-Up Sneaker  £430

SWEAR

Redchurch Lace-Up Sneaker

£430

  SWEAR   Vyner Lace-Up Round Toe  £250

SWEAR

Vyner Lace-Up Round Toe

£250

  SWEAR   Maddox Slip On Round Toe  £440

SWEAR

Maddox Slip On Round Toe

£440