Clogs, Craft, and Timeless Cool – Emy Blixt on the Rise of Swedish Hasbeens
Written by Ulrika LindqvistNineteen years ago, Emy Blixt swapped her career as a primary school teacher for the world of fashion, founding Swedish Hasbeens—now a globally recognized brand known for its handcrafted clogs and commitment to sustainability. In this exclusive interview, Blixt shares the story behind her unexpected journey, the inspiration behind the SS25 collection, and the joy of seeing icons like Sarah Jessica Parker embrace her designs.
Ulrika Lindqvist: Can you share how long you’ve been working in fashion and what initially inspired you to pursue a career in this field, what motivated you to found SWedish Hasbeens 19 years ago ?
Emy Blixt: Although I worked as a primary school teacher before establishing Swedish Hasbeens, I’ve always had a big passion for vintage, handicraft and natural materials. This fascination made me take the opportunity to buy the leftover stock of vintage 70’s clogs back in 2006. I could see that the clogs were right on time with a growing awareness and demand for organic and sustainable products. You know when you are searching for something, and you don’t really
know what then suddenly you just find it, and then you know that this is it. I was 35 years old and I just stopped being a teacher and started making clogs, with no experience in the area, of business, design, or production.
UL: Over the years, have there been any standout projects or events that you find especially memorable?
EB: It turned out that the clog had a big fashion potential. We were doubling our production five years in a row. Quite soon, we were contacted by H&M asking us to collaborate and feature our products in their flagship stores worldwide. This collaboration was a great honor given H&M:s history of successful design partnerships. It was an opportunity to spread our clogs all around the world.
UL: We’d love to hear more about your SS25 collection—what inspired it, and what sets it apart?
EB: Our SS25 collection draws inspiration from the braveness of the 60s, combined with playful elements, which makes it a perfect fashion now/vintage balance. The iconic bow and lasting loafers in combination with our luxurious Italian vachetta leather gives the collection a timeless expression.
UL: Your creations have been frequently worn by celebrities—was there a particular moment or individual that made you especially excited?
EB:In 2009, as newcomers, a customer sent us a picture of Sarah Jessica Parker wearing the shoes. This was of course a great acknowledgement, saying that our shoes were something extra special. It has been great to see that she does not only wear our shoes in her movies, but also privately.
UL: Beyond Swedish Hasbeens, what’s the most treasured garment in your wardrobe and why?
EB: I believe that you are something and that is your personality, meaning different characteristics, for example crossover, open, relaxed or so on. Then you like something and that is your interests, for example vintage stuff, handicraft, art or whatever. Combing those two things, you find a sweetspot. So, my most treasured garment is a combination of who I am and what I like. For sure, I’m always investing in a pair of denim pants. They can be cheap or expensive, they just need to be spectacular meaning they need to meet me in my personality and interests. Once I find my sweetspot denim jeans, I tend to wear them for many years. Since I like vintage, I usually add a cool vintage belt or something. Mixing equal parts new fashion, old vintage fashion, color and handicraft. It’s all about the perfect mix and balance.
UL: Can you walk us through a typical workday in your life?
EB: I try to work a little as possible but with the best possible impact on the result. I also try tofocus on the things I love to do, mostly creative stuff like designing and develop innovationswith the shoe factory. Additionally, I look at a lot of old statistics and analyze to decide forfuture strategies regarding marketing and sales. We are a very small and tight organization,so we need to work close and crossover together. It stretches from ideas of shoes, running aninternational webshop, marketing ideas, creating content, communication textually, meeting our customers in different ways and sending shoes all over the world.
UL: Looking to the future, what’s next for you? Are there any specific projects,
goals, or aspirations you’re particularly excited about?
EB: As soon as I’m finished with one collection, which I kind of never is, since I always want toadd new pieces and styles, I get ideas about the next one. I’m always longing for the nextprototypes and next styles. I push the boundaries of what’s possible to make on a clog, whilebeing mindful to the natural materials and the Hasbeen’s DNA. It is a fun challenge. For ourlatest photoshoot, I bought an old vintage Italian leather belt with brassy metallic studs andrivets. Now I’m fixated with implementing this on the next collection, so stay tuned.