As the name implies, Swedish Hasbeens have a love for time past, mainly the 1970’s, which is a never-ending source of inspiration for their shoes and accessories. Their ambition is to create fun shoes and accessories inspired by the hasbeens of yesteryears. The main challenge was to find a design language that reflected Swedish Hasbeens’ fun and incoherent approach, as well as the collection’s theme of outdoor life in the 1940’s – 1950’s. The design also had to be able to change with the seasons and new collections.

Based on the autumn/winter 2012 collection, themed "Outdoor Life", the website follows this theme in all communication. Inspired by biology classes and biology charts of the 1950’s, this design expression is reflected throughout the website and campaigns, in photography, colours and illustrations – yet with a modern approach. The result is a lustful design and a web shop that changes with the current collection and completely transforms twice a year – completely in line with the philosophy of Swedish Hasbeens. The theme for spring/summer 2013 is “Call of the Wild”, and is based on the 1930’s love for exotic locations.

The redesign has generated increased sales every year since launch, broad coverage in the blogosphere and has become a reference on many inspirational sites.