“An ode to those that work with their hands, Jehucal has previously enlisted the likes of mechanics and artists to present past colorways. With a thought-provoking narration, the latest drop, sees the brand travel to Thetford in Norfolk to visit a renowned show horse. Known for elegance and strength, horses have traditionally been used to pull trailers and carry goods throughout history — keeping to the Utility set’s functional aesthetic”
-Hypebeast Magazine.
At the beginning of 2022, I was tasked with conceptualising and directing a shoot for the new workwear set about to be released by Jehucal.
My main focus was on the functionality and history of the garment. Going back to the roots of the garment, I chose to dedicate the shoot to farmers and manual labourers who work with their hands, one of the original target market’s for workwear.
Photography by @alfwp, Videography by @syah.o
