Matter Of Form partnered with SWEAR to relaunch this iconic shoe brand with the world's first 360° customisable trainer


SWEAR was originally launched as an alternative shoe brand in 1995 by José Neves, who later went on to found Farfetch. The brand has a unique set of eclectic collections, with grunge and punk undertones.  In early 2000 the brand broke into two categories — SWEAR London and SWEAR Alternative.

Scope and Challenge

In 2017 the brand focussed on a complete revitalisation, unifying the two propositions. With board level oversight from José Neves and Natalie Massenet, the relaunch is the showpiece to an exciting new technology customisation engine which brings the world’s first truly customisable sneaker to market.

We were tasked with helping to unify the two brands by launching a cutting edge 360° eCommerce site that would enable customers to create the world’s first truly customisable trainer.


Working closely alongside the Farfetch, Platforme and SWEAR teams, we mapped out and simplified a complex set of user journeys, helping users customise almost any aspect of their shoe with ease.

Numerous customisation options have been designed across 10 key areas per shoe resulting in an immeasurable array of outcomes for the consumer, with the choice of trainer materials alone ranging from simple suede and leather to more unusual and bespoke materials.


Our outcome to date is bold and highly interactive; it’s a design designed for the digital native, and isn’t afraid to throw traditional eCommerce convention on its head.

The site’s launch has been supported by a prolific influencer marketing strategy which focuses on channels such as Snapchat and Instagram involving the likes of Products will be customised on a monthly basis in the form of a ‘takeover’ to inspire users and showcase the individuality in every outcome.