Swear was created in the year 2000 in London by entrepreneur Jose Neves and brand manager Jorge Sampaio inspired to create a crossover shoe for a crossover generation. The Swear label was then epitomised by a hybrid of a sneaker style and classic shoe in fitting with the minimal look of the early 00's and taken to the streets by garage rock revival bands such as The Strokes, White Stripes and The Hives. In the ten years since it's launch, the label has grown to be a favourite of the bands which inspired it's creation with Kings of Leon, Radiohead and Queens of the Stone Age amongst the brand's fans.