Denim for Days
This was one, if not my favourite shoot of 2025. (It was also my last creative shoot of the year) Working with Scott Bulter’s creative direction from July we focused on the woven details of the new Japanese denim range and combined them with the NYC concrete inspiration.
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, and details.
We 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.
From the woven ‘hammock’ and suspended shots to the very precarious moments of balancing solid and uneven concrete, there were A LOT of laughs and breathless moments. But I think the work speaks for themselves. I cannot wait to expand on this shoot with the new colours that will arrive in the new year.
Photographer: Jesper Hede
Stylist: Heather Rivendell
Art Direction: Scott Butler
Client: July
Studio: Cubed Studio
