InstaBAM! - Sweat of the Gods

InstaBAM! - Sweat of the Gods

For a photographic representation of Britain’s disappearing high street, search on Instagram for @sweat_of_the_gods. Photographer, James Wise started Sweat of the Gods to document the effect of the recession on the British high street. The composition of the photos is factual but the style is gentle and relatable.

Sweat of the Gods captures the kitsch-quality of the British high street. For lovers of type and lettering, this Instagram feed features a vast array of sharp signage and peeling shopfronts. It is a documentary posed as an Instagram feed, investigating the familiar shopfronts we pass each day.

Wise seeks to celebrate the traditional features of the British high street in a growing media age and plans to keep the project running as a way of “recording a dissolving landscape. Nothing lasts forever.”

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