Women’s Buzz: Swedish Hasbeens, Toe Jamm & More

Scandinavian Surprise
Stockholm-based Swedish Hasbeens is teaming up with Helsinki-based Marimekko for a monthlong pop-up shop in New York. Marimekko’s Upper East Side concept store, Kiitos, will carry select spring ’13 footwear and handbags from the label and its diffusion line, Debutante, through mid-June. “It’s a great partnership, and there are so many similarities [between the two brands],” Swedish Hasbeens U.S. Manager Brian Johnson said during the May 16 kickoff party at the shop. He noted the two firms are even considering teaming up in other ways. Swedish Hasbeens continues to grow its business in the U.S., with about half its overall sales coming from America, according to the label’s spokeswoman, Fia Haak.
Jamm Session
Los Angeles-based children’s label Toe Jamm will officially debut its adult shoes for fall ’13, but the brand is offering a sneak peek at its women’s looks with the release of a limited-edition oxford for spring. The tan and camouflage lambskin style is made in Los Angeles and retails for $595. The single style launched on Toe Jamm’s e-commerce site on May 16, and Toe Jamm co-founder Yasmina Cadiz said the label released that shoe early after company staff started wearing the shoes outside the office and were approached by passersby who wanted their own pairs. “We love men’s shoes and often feel the urge to steal our boyfriend’s shoes, which explains why we also designed a men’s collection,” Cadiz said of the masculine-inspired aesthetic. “[The women’s offerings] are like the ‘boyfriend jeans’ of the shoe industry.”
Into the Fold
Footzyfolds plans to add a new dimension to its foldable footwear mix. The label will branch out from simple ballet styles to include more-complicated materials and constructions. New for fall ’13 is the label’s first genuine leather shoe (a scalloped flat), as well as a pointy-toe strappy style and moccasins. The additions, which carry price points of $45 to $89, are slated to hit retail in late July. “The [foldable flat] trend continues to grow, and we realized the retailers were missing more styling, design and comfort in this category,” said Footzyfolds co-founder Jenifer Caplan. “We went back to the drawing board and we were able to design lightweight, compact, foldable shoes in many different trend categories while remaining functional and maintaining our core goals.”

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