Dirctor and photographer Matthew Williams collaborated with New York underground fashion streetwear label Hood by Air to celebrate designer Shayne Oliver’s Spring/Summer 2013 menswear collection. They joint for a fashion video that includes machine gun scenes, nuclear explosions and drone-dropping planes.
What we find a bit revolving concerning the gun part and stuff – not the model and clothing part – obviously, is seen by Williams and Oliver as „visuals of blasting machine guns and transitioning expressions of anger and joy encourage the viewer to question the familiar intersections between war, sports, guns and clothing in popular culture“. Yeah, right. Exclusive soundtrack by A$AP Rocky!