sneakers.submarinechannel.com

In the fifth and final episode we go to Tokyo where they know all about cool and special design. We meet, amongst others, Hayaski, a Japanese sneaker collector, owning up to 600 pairs. Cool hunter TJ Hooker understands exactly what these freaks and their collections are about: "You don't want to be caught dead in a pair that everybody else has. It comes down to how much you are willing to pay to be different."

Sneakers is a 50-minute documentary about the history and social significance of sneakers. The film asks the question how sneakers have evolved from being the “poor man’s shoes” to an icon of modern lifestyle and subculture identity.

Directed by Submarine Channel co-founder Femke Wolting, Sneakers emphasizes the fashion and design aspects of the popular sports shoe, showing the design process and the ways that brands profile themselves on the competitive sneakers market. The film also focuses on the extraordinary shoe designers, as well as on the people who buy them and wear them.

The film mixes original footage with commercials, photos, scientific films and other film and video material, showing how brands make use of underground culture to give street cred to a pair of sneakers. Fascinating stuff.

Art direction by Alexei Tylevich (who later founded Logan.tv), Motion graphics by Sander Alt and Fons Schiedon.

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