In a world where fashion often celebrates perfection and pristine appearances, “Truly Destroyed” challenges conventional norms by embracing imperfection and advocating for social awareness. This groundbreaking project, spearheaded by The Dutch Salvation Army in collaboration with Cloudfactory and renowned fashion photographer Carli Hermès, sheds light on the harsh realities faced by individuals experiencing homelessness.
The inspiration for “Truly Destroyed” stemmed from a notable event in the fashion world: the release of a limited edition series of intentionally destroyed-looking sneakers by the luxury brand Balenciaga. While Balenciaga’s sneakers were meticulously crafted to mimic the appearance of wear and tear, “Truly Destroyed” takes a radically different approach. Instead of artificially distressing shoes, this project showcases sneakers that have genuinely endured months, and in some cases, years of use by individuals living on the streets.
The concept behind “Truly Destroyed” is simple yet powerful: to highlight the stark contrast between the superficiality of fashion trends and the harsh realities of homelessness. By repurposing worn-out sneakers as symbols of resilience and perseverance, The Dutch Salvation Army aims to spark meaningful conversations about social inequality and advocate for tangible solutions to address homelessness.
The collaboration between The Dutch Salvation Army, Cloudfactory, and Carli Hermès resulted in a thought-provoking visual campaign that challenges viewers to confront uncomfortable truths. Through striking imagery captured by Carli Hermès, the sneakers take center stage, each pair bearing the unmistakable marks of wear and tear accumulated over time. These aren’t just shoes; they’re tangible reminders of the hardships faced by individuals struggling to survive on the streets.
“Truly Destroyed” is more than just a fashion statement; it’s a call to action. By showcasing sneakers that have been worn by real people experiencing homelessness, the project humanizes an often-overlooked segment of society and encourages empathy and understanding. Each pair of shoes tells a story—a story of resilience, perseverance, and the enduring human spirit.
Published in the Netherlands in March 2022, “Truly Destroyed” captured the attention of audiences worldwide, sparking discussions about the intersection of fashion, social responsibility, and activism. Through digital and experiential media channels, the campaign reached a diverse audience, prompting individuals to reflect on their own privilege and consider ways to make a positive impact in their communities.
As a non-profit initiative, “Truly Destroyed” embodies the core values of The Dutch Salvation Army, which is dedicated to serving individuals in need and advocating for social justice. By leveraging the power of visual storytelling and collaboration, the project amplifies the voices of those often marginalized in society and inspires meaningful change.
In a world where consumerism often reigns supreme, “Truly Destroyed” serves as a powerful reminder of the importance of compassion, empathy, and solidarity. Through the simple act of repurposing worn-out sneakers, this project challenges us to see beyond surface appearances and recognize the inherent dignity and worth of every individual, regardless of their circumstances.
