In today’s society, shoes are way more important than tools to walk in. They are social status indicators, outfit finishers, and collectibles. Although they are the farthest from our eyes, they are often the first things we notice about people’s appearance. This attention-grabbing quality is exactly why artist and marketer Ari Saal Forman chose to create the Menthol 10s, Nike Air-Force-1 inspired menthol themed shoes. The Menthol 10s create the dialog by having the dual qualities of insane collectability and promotion of predatory products. This juxtaposition creates a dialog about commodity worth and about conscious consumption. The 10’s are an effective democratic art piece because they go undercover in the world of big brands and marketing; they use the industries own tools against itself.