When Balenciaga dropped a limited-edition series of destroyed-looking sneakers, we decided to launch our own—but with one key difference. Ours weren’t made to look worn out; they actually were. Each pair had been used for months, sometimes years, by people living on the streets.

To drive the message home, we recreated Balenciaga’s entire online experience—down to the last detail. We mirrored their website design, product photography, and even the exact sneaker positioning. But instead of luxury product descriptions, we used this space to share the real, personal stories behind each pair. We also replicated Balenciaga’s social media campaign, making sure our message reached the same audience in the most impactful way possible.

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'Truly Destroyed' is a non profit project created by Cloudfactory for The Dutch Salvation Army together with fashion photographer Carli Hermès.

Creative Direction - Cloudfactory