The London-based footwear brand Swear has appointed Dominic Webster its creative director to strengthen its men’s and women’s offerings. The 29-year-old, who has been working in the men’s footwear industry for over four years with brands such as H by Hudson, will oversee the existing Swear design team in this newly created position. With his help, the brand is expected to offer a more diversified and comprehensive range of products.

“We are delighted to have Dominic on board; he has such a strong fashion and commercial sense that we hope to see a new brand direction and fresh perspective. 2010 is the year Swear becomes 10 years old and we are also working on launching a new project to celebrate this,” said Jorge Sampaio, brand director.

The F/W 10-11 collection will be Webster’s first collection for Swear.

Swear London is sold at over 1,000 stores worldwide, including Galeries Lafayette and Harvey Nichols. In repositioning the brand, Swear will also reinstate its original Swear Logo.

—Susannah Carey