Truly Destroyed
‘Truly Destroyed’ is a non profit project created by Cloudfactory Amsterdam for The Dutch Salvation Army together with fashion photographer Carli Hermès.
When Balenciaga released a limited edition series of destroyed-looking sneakers, we decided to create our own limited edition. The only difference is that our shoes are truly destroyed, because they’ve been worn for months (in some cases years) by people living on the streets.
Mimicking the design of Balenciaga's website and campaign imagery, Truly Destroyed invites viewers to "discover the collection," a range of dirty, yellowing shoes priced at €1,450. Each "product page" boasts details including "painful fit," "detached sole," and "blood residue." Visitors are prompted to donate to Salvation Army, which helps provide food, housing, and financial assistance to those living in poverty.
