Denim for Days
Combining the woven details of July’s new denim range with inspiration drawn from New York City, this shoot captures the first colourway of the collection in a setting that reflects both movement and stillness. The textures within the woven denim were a natural focal point, allowing the bags to speak through subtle structure, detail and tone.
The team leaned into the contrasts of city life—blending hard architectural surfaces with softer, more considered moments. Mismatched and raw concrete met with quiet pauses and composed framing, creating calm and poised imagery within the constant rhythm we associate with NYC.
By placing the first colour-way of July’s new woven denim range against this urban inspired backdrop, the collection feels grounded yet elevated. The result is a series of images that highlight the craftsmanship of the fabric while reflecting the balance of strength and ease that defines both the garments and the city that inspired them.
Photographer: Jesper Hede
Stylist: Heather Rivendell
