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Wednesday, July 21, 2010

Lori's Shoes: Retailer or Movie Studio?

Or both? The creative team stepped up their game with the hush-hush arrival of DENMARK – JC's super-ultra-top-secret-new clootie. (Yes, that's clog + bootie and we promise never to use it again.) The shoe hadn't even been to production yet: they handed us the prototype and let us run with it. The result is our first video short and a pre-sale on this en fuego fall bootie. (Spoiler: Look for it in Vibe magazine next month.)

The video was a grassroots effort, filmed on a Canon 5D Mark II by our photographer, David Elliott, and directed by our creative director, JC Steinbrunner. Our brand manager, Corree Hamilton, styled with April Francis of The Haute Closet (who also stars in the short). Corree's boyfriend Jared and his band, the Hustle Sneakers, provided the rather addictive soundtrack. And if you think filming at dawn is a great idea, think again.

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