The Ah-Lian attitude is back… in Pedder Red AW15 Collection Campaign.

Titled as “Who Cares?”, you see some element of delinquent attitude in all the pictures below, which also showcase some of the key new footwear for the season.


Footwear showcased – Plaid Fabric with Fringe Skaters (S$180)


The idea behind this concept is to highlight the rebellious, carefree attitude and style of the collection, as well as promoting individuality and encouraging one to develop your own style and perspective without the burden of judgement. Pedder Red collaborated with hehehe, an independent Hong Kong-based creative team that consists of three gentlemen with opposite personalities – thus the name “hehehe” (geddit?).


Not sure what this girl is trying to do… seem destructive. Lol!
Footwear showcased: Aidan Stud (S$210)


Footwear showcased: Jess Leo (S$210)


Footwear showcased: Joey Stud (S$210)

These new arrivals are now available online and later in stores. To be honest, the collection is not exceptional although there are some interesting gems that stand out. Nonetheless, it’s a great idea to tie such a tongue-in-cheek campaign to help draw some attention to the new shoes.

Now, who’s not paying attention??

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