Uniforms For The Dedicated SS13

Stunning lookbook video from these guys. This is one of those ideas which surely must have been a nightmare to pitch.

“Yeah so we want to film a bunch of dudes doing flips and shit in slow motion on scenic backdrops.” 

It just sounds so weak and cliche but in practice it works so well. The most interesting parts for me were the subtle close ups of outfits slowly reacting to the dramatic body movements. 

 I’ve seen quite a few videos like this but the subjects have been grinning like idiots in the studio against a brightly coloured backdrop. This is quiet and poetic but still bold and impressive. I really feel like it sums up the name and ethos of the brand too.