Lately, I’ve been watching TOKYO RISING, a new shortform series from Palladium, in which Pharrell takes us back to the city in the aftermath of the 3/11 natural disaster.
“Tokyo faces a new reality after the tragedy of 3/11. While persistent challenges still lay ahead, the city’s creative class is hell-bent on making sure that their hometown thrives. Innovative and resilient, they are defining the future of Tokyo on their own terms. We put our boots on and went exploring.”
Watch the video here.
(YOON — designer, blogger, DJ, international style icon, and one half of Tokyo’s premiere creative collective Ambush Design)
I could write with self-importance about how all this “branded entertainment” shit works, but I fucking hate branded entertainment, as you know, I never want to be accused of making any, and I’ll leave the marketing blogsterbation to other dickheads with a media job and a spastic twitter feed.
I’d rather just tell you that I watched all of TOKYO RISING, am sharing it with you right now because I like it, and have decided I want to take my wife to Tokyo. Oh, and also I am buying these boots from Palladium, which caught my eye as I watched the videos on their site:
A word or two about Palldium Boots…
Palladium didn’t start out making footwear. The company was started in 1920 and make tires by layering canvas bands underneath vulcanized rubber for the fledgling aviation industry. Palladium’s expertise was so advanced that soon the majority of Europe’s aircraft were using Palladium tires.
In Palldium’s own words: “After World War II, with aircraft manufacturing screeching to a halt, the demand for tires decreased dramatically. Palladium decided to open a plant in Pont De Cheruy, France, to start producing footwear that was as hard wearing as their tires. In 1947 the legendary Pampa boot was born, and the functionality, comfort and durability were so outstanding that the French Foreign Legion adopted it for their use. The Foreign Legion put the boot to the test in the harsh desert conditions of North Africa, and throughout the rugged terrain of the Atlas Mountains.”