Overview
It's a video that won't be getting any points with any sneaker rights activtists, but for everyone else it's a pretty friggen mint watch. For their official launch video, the sneaker brand YOURS has joined the bandwagon of destroying things (including cutting stuff in half) because well, it looks cool.
The YOURS designer and founder, Andrew Henry, a long-time sneaker enthusiast and son of coaching great Sir Graham Henry, experimented with various ways of destroying their Classic Grey High Top from using a flamethrower, explosives, a chainsaw, darts, an axe to even throwing a pig's head at them.
The video's sexy little soundtrack, which includes a girl narrating the destruction process, in French, was produced by Joel Little, former Goodnight Nurse singer and producer to the likes of Kids of 88 and Lorde.
The official story of the launch video is that apparently Andrew Henry wasn't too happy with the lastest shipping of the High Tops, and instead of doing the usual complaining to customer service and waiting on Dave Dobbyn-jingled phone lines, decided to maul all of them in a fun and slow motion minimalist video. By the looks of those sneakers, and all of the other ones on their site I'm not sure anyone would be unhappy with or let alone want to destroy any of his sneakers, but it's a fun video nonetheless.
