Grammy-winning singer, songwriter and producer Pharrell Williams explores the hidden treasures of Japan’s capital in Tokyo Rising, the new campaign from Palladium.

The firm was founded in France in 1920 to make aircraft tires; in 1947, after the end of WWII saw demand dry up, Palladium put its expertise to use by making boots that were as just as tough.

Pharrell Williams explores the hidden treasures of Tokyo in Palladium boots

They soon became outfitters of the legendary French Foreign Legion, and the legacy of adventurous exploration lives on 65 years later.

For Tokyo Rising, Pharrell interviews locals and uncovers an inspiring resiliency in Tokyo in the aftermath of the 3/11 disaster.

The campaign will run in print and online as a series of documentary short led by Pharrell, as well as a series of images depicting his exploration and Tokyo culture – while wearing Palladium boots, of course.

Our favorite installment so far is called “The Trippple Nippples Show“….

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