Foot Locker x Wavey Garms
In March of 2020, Ben Coppin was approached by Andres Branco - Director and Founder of independent streetwear brand Wavey Garms to collaborate on a three part Instagram series, in partnership with sneaker giant Foot Locker to bring to life their segment ‘Sneaker Lacing Masterclass’. Crudely drawn, the theme was to offer a rough around the edges insight in to how fashion adapts among different sub-cultures.
Discipline – Creative Direction | Animation
Look 1 – The first segment of the Sneaker Lacing Masterclass.
The concept of the three part series was to engage the viewer and get them involved in fun DIY activities - Especially targeted at '“Sneaker Heads” Look 1 focuses on taking an influence from the street-smart “Old Skool” South Londoner and offers a clever way in which the viewer can style their desired trainer (Most likely a Nike TN or Airmax) The segment is supposed to shine light and portray a humorous side to the regular working-class young adult in SE London and how they are commonly thought of, down to the way they speak and dress. The video offers a step by step guide on how the viewer can lace their sneakers with some simple DIY tricks involving a key ring.
Look 2 – The second segment of the Sneaker Lacing Masterclass.
The concept behind the second video was to focus on a young European graffiti artist and how their fashion and style choices would adapt with their lifestyle. This video offers an insight on how the common graffiti artist may take extra precautions when exploring new heights and areas, whilst still managing to personalise their sneakers of choice. The short tutorial demonstrates how the viewer may be able to customise their trainers with a simple DIY method of using the plastic toggle off of an old jacket.
Look 3 – The final segment of the Sneaker Lacing Masterclass.
The third and final addition to the series - Look 3 brings attention to the typical UK raver, offering a creative approach on how the rave scene incorporate sneakers in to their fashion trends. The tutorial allows the viewer to learn how to stylise their sneakers of choice even with the simplistic of choices, such as a little whistle and lacing your shoes upside down.