The Lexus-sponsored three-part documentary showcases the work of designers customizing sneakers to match the style of the car.
The RTFKT design team and the media company Complex have teamed up for an unusual video project. The idea was sponsored by the automaker Lexus, and the main source of inspiration for the new car of the brand is the 2021 Lexus IS sports sedan, the launch of which is timed to coincide with the film.
The essence of the project was that a group of designers was given an unusual task - to customize sneakers in such a way as to embody the concept of a new luxury car in their design. The result of the work was a three-part documentary film that tracks all stages of work, from the first sketches and the search for materials to the presentation of the final result. The film was called Rubber & Sole ("Soul and rubber") and can be seen, by visiting the Complex portal.
The sneakers created by RTFKT designers were not only inspired by the design of the new sedan, but were even partially made from the same materials. In particular, NuLuxe, a synthetic leather substitute specially developed by Lexus for use in car interiors, was used to create a pair of shoes.
The exterior of the pair of shoes can be seen in the same colorways as the Lexus car, with blue as the main color, reminiscent of the new Lexus color for 2021 models, Grecian Water. The external outlines and characteristic details of the car are also actively used. The outsole resembles a tire tread, details on the front of the sneaker are in the form of a branded radiator grille, and on the back they imitate a spoiler, and silver stripes on the sides are designed to resemble headlight details. Completing the resemblance to the car is the signature Lexus emblem and tag used for F Sport models. According to Chris Lee, creative director of RTFKT, "We wanted to make sure that when the audience looks at the sneakers, everyone immediately understands that this is IS"
An unusual pair of shoes is not available for purchase, its creation was conceived only as an art project as part of the presentation of a new car. The film is part of Lexus' All In advertising campaign, which explores the many ways in which passionate people from all walks of life pursue their passions.