Still from the documentary ‘This Is My Magic Hour’, directed by Jasper James for HUB footwear
The three Dutchmen behind footwear label HUB are not on board with the current vintage and nostalgia craze. Instead, they choose to focus on the present moment and the bustling nature of urban life. Impulsiveness, youth and change are at the core of their design philosophy. This is perfectly exemplified in their new documentary, aptly titled ‘This Is My Magic Hour’, which follows the lives of four young London creatives as they go through this unique time in their careers. The brand has recently also released an app which allows users to share their own special moment, photographed at dawn or dusk, to try and win one of 115 prizes, such as cameras and shoes.
MARIE-ÈVE ROCHON
