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[farfetch.com](http://www.farfetch.com/) was founded by José Neves and launched in 2008 to bring together Europe and the USA’s best designer boutiques in one easy to shop website. An independent boutique owner himself, José believed that such outlets held the most diverse and interesting selection of fashion brands around, and that if he could unite these boutiques under one online roof, the resulting website would have an unparallel appeal to fashion shoppers worldwide.farfetch.com aims to maintain the personalities of the unique boutiques that it represents by bringing each of their fashion viewpoints to life online, not only by offering the collections that their owners and buyers have hand-picked, but by allowing these individuals to express their opinions through the editorial ‘People’ page.José hails from Portugal. After studying Economics in the University of Porto (FEP), he decided to venture into shoe design and launched the Swear brand in London in 1996. In 2001, José followed this up with the opening of the world renowned b store, now located in London’s Kingly Street, which received a British Fashion Award in 2006. In addition to Swear and b store, José is also the brains behind SIX London, a portfolio of footwear licenses, including Opening Ceremony, Ksubi and Surface2Air. farfetch.com is his latest venture and combines his two passions: technology and fashion.