The Swamisz Story

In a world of hyper fashion trends, pervasive social media and the resultant escalating confusion of the personality some things thankfully do remain relatively stable, simple and pragmatic. While this is true of the Swamisz footwear design, the story that brings these universal soles into the present is anything but stable and simple.

Not everyone will remember, but there was a time when the ‘thong’ or ‘flipflop’ was a cheap, uniformly produced accessory associated with a sense of ‘under-status’. Around the turn of the millennium the infamous rubber tycoon ‘Havaianas’ noticed that surf culture was transforming their product into a fashion item and their marketing team subsequently took this wave that launched the humble company into the mega fashion superstore we know today. Swamisz was born in the early 2000's from this emergent trend and hopeful players betted their fortunes to compete in the global market with this novel footwear design.

The iconic thong that is ubiquitous around the world today came originally from Japan. Swamisz on the other hand is a design that emerged from the Vedic culture of India. The original 'Swamisz Company', in partnership with the Indian footwear giant 'Josco' launched their superior product in Australia around 2006 and the world in 2009 only to fall prey to a conspiracy of corporate intrigue – which saw Swamisz bullish rise to prominence in the rubber soled flipflop market collapse into obscurity in 2011.

Since then, a group of American South Indian businessmen have launched a yoga focused - chinese made version called ‘Gurus’; and the previously mentioned Josco captured the Indian domestic market with great success with their ‘Methiyadi’ branded replicant of the original Swamisz. Here in Australia, this writer was fortunate enough to inherit the original Swamisz mantle from the ashes of its bankruptcy and worked diligently to keep supply operational for the dedicated Swamisz enthusiasts.

Unable to replenish inventory it looked like Swamisz would finally expire into the annuals of history when we declared our closing down sale in 2020. Auspiciously however, seeds planted in previous years took root at this time in a collaboration with the Fair Trade company ‘Fairzone’ from Germany and now we are happy to provide Swamisz enthusiasts with a new and made in Sri Lanka Certified Fair Trade version of the eternal design we all love to wear.

Through all the tumultuous intrigues of corporate politics and market share manoeuvring; the underlying universal pragmatism of the Swamisz design continues with it effortless comfort, ease and subtle spiritual undertones. Just as the conscience anchors the self beyond the personality and the personality peacefully abides as protection of the self; Swamisz underly the sole and anchor the self within existence.

For now, they communicate not the fashion of status but are emblematic of those that walk the path less travelled.