The intentions of the campaign came as a surprise to professional ‘unboxer’ Jacques, as he filmed himself opening a custom-made pair of trainers for the first time. At initial glance, the trainers by LA designer The Shoe Surgeon appear to reflect those of a traditional basketball sneaker. However, a closer look reveals facts about modern slavery – for example, 57,000 modern slaves are estimated to exist in the US today – printed, moulded and stitched into the shoes.
With streetwear sales fuelled by hype, new opportunities are emerging for companies wishing to capitalise on consumers’ thirst for new goods. In this case, Thomson Reuters Foundation has used unboxing as an educational tool to reach new audiences and build awareness of important social issues. For more on how fashion brands are playing an active role in promoting change, read our Fashion Futures report.