This is probably one the coolest and most frustrating video lookbooks you’ll ever watch. Filmed in the streetwear brand’s hometown of Toronto, the NOZO Toronto Summer 2014 lookbook video is played in reverse. I spent half the video trying to work out if choreographer Carlena Britch and the other model were walking forwards or backwards and the second half scoffing about how I could be so stupid.

The video features the latest gear from the NOZO Toronto Summer 2014 collection and they kick things off by lighting a pair of (surely bootleg?) Nike Air Yeezy II Red Octobers on fire. I can already hear the sneakerheads tearing up. Give the video a whirl above and shop the collection on their website.

More NOZO Toronto

Lookbook: NOZO Toronto Spring/Summer 2013 collection
The drop: NOZO Toronto Fall/Winter 2012