When I went to the centre of town a couple of weeks ago to go to the market I witnessed something strange. Near the markets there are a couple of shops and one of them sells sneakers. The store was open, but in front of it there were around 20 people waiting impatiently and yelling to the store owner if there was a list. Curious as I am I asked what was happening and it turned out that there was a release of a specific model sneaker and these people wanted to have it first.

Of course this is a phenomenon which doesn’t only happens when it comes to sneakers. I’ve seen it happening with phones, but it’s fascinating to see. It is the ultimate expression of being a consumer and materialism. The fact that you are willing to head out and in some cases sleep outside in order to get you hands on something and make it your property is amazing. The documentary shows the world of the sneakerheads. People who collect them as a hobby and how obsessed they can become. Continue reading →