Staple British brand Hi-Tec have launched an earnest portrayal of their history for their new AW18 collection, 'The Worst Days of our Lives'.
While the days of taking flak for rocking Hi-Tecs at school are long gone, the campaign playfully celebrates the brand's previous reputation. The launch of their ‘sportswear’ collection references some strong silhouettes from Hi-Tec's 70’s and 80’s archive. While the brand bluntly admits to being in the shadows of other emerging global sports brands in this era, the collection re-introduces the Silver Shadow - a silhouette which plays on that theme while giving the shoe with a distinctly modern makeover.
Drawing parallels with the social outcasts of school days for their latest campaign, 'The Worst Days of our Lives', Hi-Tec dress dreary-looking models in their fresh new sneakers, which drop in Olive, Cool Grey, Black, and Rose colourways, amongst others. Check out some of the best Silver Shadow models below.
