We know you've been waiting for this, and now it's finally here. Submarine's acclaimed 2004 documentary about the Sneaker culture simply called Sneakers. For years we couldn't put it online, but starting Monday August 6, 2012, we will release Sneakers in 5 episodes, one episode a day. This is a fun little teaser.
Snakers is 50-minute documentary about the history and social significance of sneakers. The film asks the question how sneakers have evolved from “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 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 (founder of Logan), Motion graphics by Sander Alt and Fons Schiedon