Feit, the New York based luxury footwear brand, has found an innovative way to present the story of their brand at New York Fashion week. The video Man vs. Machine was shown at new Museum on February 3rd. The film was directed by Jack Riccobono (Seventh Fire) in collaboration with Benjamin Millepied (Director, Paris Opera Ballet), composer Nicholas Britell (The Big Short, 12 Years a Slave), and installation artist/designer Jordana Maisie (FEIT Prince St & Greenwich Ave).
The film juxtaposes footage of mass production machinery against Feit’s hand made process. “We wanted to create the arc of a battle between these two modes of creation so that you feel the tension between the rote repetition of the industrial process versus the skill, beauty and attention to detail in Feit’s handcrafted approach,” Riccobono said.
The presentation included Feit’s team of hand-sewers demonstrating the incredible skill that goes into each handmade Feit shoe as the video played behind them. The 2016 collection was also on display, further showcasing Feit’s emphasis on producing quality, hand made products in limited quantities.
Watch the full video here.