Welcome to the New Covenant Church of Hype, where you must burn the hype! Or at least that's the sermon today from Wes Period's "Nü Shoes" video.
The new song pokes fun at people who have blind brand loyalty over an upbeat groove: medicine with sugar. The setting of a church for the Logan Meis-directed video is eerily reminiscent of @PreachersNSneakers, the Instagram account dedicated to documenting the hypebeast outfits some men of the clergy wear at megachurches across the country. Wes' character would undoubtedly be featured.
In an email, Wes explained the impetus for the song: "Wrote this song after going to a Gucci bonfire where all of these people were burning designer clothing. I was inspired by the idea of freeing yourself from consumerism and kinda went from there. Burn your Balenciaga!"
Photo: Michael Tyrone Delaney