The Candy Store Summer 2012 Promo (Video)

UK retailer The Candy Store have put together this short Summer promo featuring a bunch of their loyal, local supporters kitted out in pieces from the Spring/Summer collections currently available in store.

Shot by Ewa Mos, it’s a real nice, clean set of Summer visuals, reminding us nicely of the weather from a few weeks back, and hopefully what we can expect from the coming months. In it you’ll spot tees, headwear and accessories from 10.Deep, Benny Gold, Diamond Supply, HUF, and Mishka, all of which can be found in-store now.

Head to The Candy Store for more, and look out for more info on the new London store opening soon.

Adam Scotland

One of the three founding members of THE DAILY STREET, Adam is our Editor at TDS. Adam works in the streetwear industry for Out Of Step Ltd., specialising in both USA and UK brands. He also contributes to The Hundreds website.

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Comments

  • Phil

    Hype kids!

    Are they even old enough to smoke?

  • Z

    Phil, thats what the candy store cashes in on, Hype Kids and chavs that want to have ‘swag’ what do you expect from the man behind Jilted Royalty, the soulja boi of Streetwear, the man that single handed ruined street wear in the second city

  • James T

    This is one of the most irritating things I have seen in a long time.

  • D-Money

    That Heel flip was awful! Spun it like a kebab.

  • M

    Pathetic isn’t it! horrible little scrotes that wouldnt know what real brands are if it smacked them in the face. Streetwear as we know it is dead.

  • jockstrap

    why didnt he ask the bogus skate team why these lot where the only good one is the black guy who can think it fakie not even noille bigspin.

    hipsters make me sick just the sight of them i stick to my skate clothing now a days like they look at me asif im going to rate there shit i hate it.

    but jay reed making a killing of it not going to lie pssh i would do the same thing if i had the chance so cant blame the guy.

  • VOUCHER

    so that was like one really badly landed trick right? I can’t skate for shit, not tryna be a dick, but I don’t make slow mo videos of me and my hype boys not being able to skate. even the type of kids these kids are aren’t gonna like this.

    shudda known when they used ghostface willy nilly.

  • Bdog

    ghostface would not approve of this

  • AK

    ^^^ Co-sign, how can one of my favourite songs be a backdrop for a such a dry campaign. This makes me glad i’m leaving Brum for good in a few months.

  • http://www.t-shirt-party.co.uk stan

    reading the above comments made me really annoyed. it looks like a bunch of kids having fun to me. I suspect the negativity comes from commenters who are too old or dull to have fun like this on a sunny day.

    Regardless of what you think about the candy store , the clothing and the quality of skateboarding you gotta appreciate that this is a quality piece of work. Whoever made this is a legit video maker. big up! and big up the Candy Store for making it happen. Clothes are fun and so is being young. lighten up people!

  • http://www.thatsexage.blogspot.com C-Stylez

    Ouuuh.

    Cringe.

  • D-Money

    Stan, do you think it is acceptable for kids to be smoking?

  • RIQO

    YOU GUYS MIGHT THINK THAT WHAT YOU WEAR IS STREETWEAR BUT I CAN BET MOST OF YOU ARE THE LEAST BIT STREET AT ALL. IN FACT YOU JUST WEAR THESE BRANDS BECAUSE ITS FASHIONABLE RIGHT NOW.

    JAY READS BRAND WILL APPEAL TO A SMALL NICHE AND THE BEST THING ABOUT HIS BRAND IS THAT HES NOT DOING WHAT EVERYONE ELSE IS DOING. HES NOT GOING ALONG WITH THE WEAK DIRECTION THAT A LOT OF THESE STREETWEAR BRANDS ARE GOING. MINIMALIST BULLSH*T THAT LOOKS THE SAME FROM ONE BRAND TO ANOTHER (AND YOU KNOW IM RIGHT). JILTED IS ONE OF THE FEW BRANDS ACTUALLY TAKING STREETWEAR BACK TO WHEN IT WASN’T ABOUT FOLLOWING FASHION.

    AS FOR THIS VIDEO, THE CRITICISM I HAVE IS THAT IT IS SUPPOSED TO BE A PROMO VIDEO FOR A CLOTHING STORE BUT IT DIDN’T HAVE ENOUGH CLOTHING. JUST THE SAME CLOTHES THROUGHOUT THE VIDEO. IT WAS HARD FOR ME TO REACH THE END OF IT.

  • Alex

    HEY CAPS LOCK MAN, IF JAY ISN’T BOTHERED ABOUT FOLLOWING TRENDS THEN WHY DOES HE STOCK BRANDS THAT ALL THE SHEEP WANT. WHY DOESN’T HE TAKE A CHANCE WITH NEW BRANDS THAT WOULDN’T DIRECTLY APPEAL TO HYPE BEASTS?

    OH I FORGOT, BECAUSE EVERYTHINGS A DAMN FASHION SHOW, AS JILTED IS, AND AS A BUSINESSMAN HE HAS TO PLAY ALONG TO THIS AND CREATE TACKY ASS VIDEOS LIKE THAT, THAT HE OBVIOUSLY THINKS THE KIDS WILL GO CRAZY FOR. I’M 23, AND HAVE AND STILL ENJOY SKATING WITH MY MATES AND HAVING A RATHER GRAND OLD TIME, BUT THIS VIDEO IS CRINGY AND BACKWARDS AS HELL.

    BASICALLY (and the caps are actually me being sarcastic, by the way) THIS VIDEO IS FOR HYPE BEASTS. THE CLOTHES THAT CS IS FOR HYPE BEASTS, JR IS FOR HYPE BEASTS, BUT, AT LEAST TRY AND DIRECT A VIDEO WHICH TRIES NOT TO MAKE THAT OBVIOUS. Tonnes of stores stock stuff which is aimed at kids who want all this shit to be cool but the way they market is doesn’t make that so damn obvious.

    The whole concept behind this is pish. Chimp Store create interesting look books for caps, and a fair few companies (Broken Teeth, etc) make excellent little videos really making you enthuse about the product. This video makes me want to run away from said content, the video may ‘look good’ but the content is horrible, and cringey is like an old mans perspective on the ‘youth of today’.

  • Harry Dooner

    Tumblr hype kids.

  • logic

    i think your getting confused about what your even talking about now, this whole threat is about the candy store not jilted royalty

  • awful

    waste of my time watching this, dead, sold out brands with kids that think its the shit

  • g

    Yet another one of my comments deleted.

    Jay has single handedly ruined streetwear in birmingham. He is the Soulja Boi of streetwear

    We as an audience are not stupid most of the people above me are the proof of that. Candy is not run by people passionate about the culture, it’s run by money men, Jay is one of a few owners and is just the face. He is what every poser chav wants to be. Inked, hench and with a reputation. So people buy into the hype.
    Someone above made a good point. Why does he stock sheep brands. Because thats where the money is. People see the Dappy video and want a Diamond snapback. Candy has that.

    The lack of knowledge of streetwear culture is evident in the video. Choosing Hipsters who can’t skate over real birmingham skaters who are actually sick

  • Suffocake

    @g: your comment was not deleted, it’s the second comment from the top, where you posted as ‘Z’…

  • bitg

    what a bunch of morons, I think it’s time the ability to comment on TDS was removed

  • Luis Morgan

    @ Alex- hilarious!
    @ g- hilarious too and i agree but i gotta say when Ian Cumberbatch (dunno whether he’s still involved)Candy was a great independent store that gave the little know brands exposure:he was the only european stockist of Award Tour (which some may say is the posterchild of tumblr hypebeast ofwgktma floppy fringe non-skater but i disagree. its kids having fun)
    Im 25, too fat to skate anymore, got a house and take my music (ghostface use was sacrilege) and streetwear a little too seriously so I can see the hate for that video. However, as someone who was in plans to open a store in cardiff this is precisely who i wanted to sell THOSE easy to sell brands to as at the end of the day it was a bout making money. Perhaps it was the fact that it would have felt like selling out that stopped me in the end!:,( Shallow but i’m only human

  • chris_creator

    Everyone has their own opinion but to say some of the comments are totally unjust is an understatement, The video was nothing more than a bunch of kids chilling out on a sunny afternoon, their Candy customers who just so happen to skate, their not the best skaters, there not super hip street-wear guys, their just a bunch of KIDS having a laugh. the problem with some people is that they feel they own street-wear. Candy has made Street-wear available to the midlands masses & beyond, in twelve moths not only have they revitalised street-wear in the midlands but their also close to opening a second store in London. They dare to advertise to a less than usual street-wear consumer, is this wrong? No other street-wear store is doing what they are doing because maybe they can see street-wear is bigger than just a few people making comments on a blog site. Street-wear is becoming its own entity and i feel those so called hardcore street-wear enthusiasts need to realise this. I could really go in on this but I have a life and dont have time to waste on making irreverent comments. the fact that there are so many comments be it go or bad is good for Candy as it shows what they do is creating a reaction in the street-wear world so nice 1 lads.

  • Keelan

    They don’t even skate. This whole video made me cringe, oh my god.

  • Jonny

    Putting ‘skateboarding’ in the tags of this video was kinda brave to be honest. This whole thing was awkward. These tumblr dependents look so lost and insecure, an easy target market for the candy store, so I don’t really blame em for tapping into it. But I can’t wait for this current ‘swag’ trend to pass so I can go skate and not get lumped in with these fucking hype kids.

  • josh

    Just for the craic though I would chime in too… the whole thing was terrible… end of… why they are opening a shop in London I don’t know… probably so the uninspired supreme goers can walk round the corner and be even more uninspired… tbh when i had seen the London store I was quite intrigued but now I know not even to bother looking in… Just go slam city or footpatrol for that real ish…

  • I wish I could say who I am but im too important

    This is some fucked up bullshit! How you gonna have one of the illest ghostface tracks in the video and some candy floss looking dudes that dont look like they are in the streets at all?? This is why I hate the Fucking industry. Stop pimping the culture man take it serious or get the fuck back. Its about being original and unique, There is nothing in this range that is unique or original.

  • Geoff

    Skaters in vintage Nike runners and Gazelles. Says it all really – style and trend over real substance. Looks nice, well edited but not really thought out.

    I was thinking “bet someone gets a Montana out” and lo, there it was, with about as much can control as my cat.

  • Don

    Panzy Store. This so called “candy store” is fake anyway its not even the original owners. They stock the snap it up brands and take no risks with up and comers. They remind me nothing of the original place which was more dynamic and was ahead of its time. This store having hijacked the name are just riding the wave. But any surfer will tell you waves crash very suddenly. AMATEURS

  • Sanchez

    What is wrong with people? This isn’t a professional skateboarding video, it’s a great video with kids chilling out in Candy Store clothes. The kids look good, just average cool kids who’d appeal to other kids their age. The tricks aren’t perfect – hello – that’s not the point? It’s a great video. Stop hating you sad people and skate “pro’s” and appreciate it for what it is. Wonder how many of you slating this are as succesful as Jay Reed – my guess is none, put your time into something positive.