DAWSON DENIM
celebratING the legacy and craftsmanship of traditional Japanese denim while infusing contemporary innovation and sustainability, showCASING the value of raw denim to BOTH existing customers and potential buyers.
Our project working with Dawson Denim was our first experience at university working with a live client to meet a specific brief.
Our concept focused on three key elements; Dawson Denim's running theme of sustainability, individual identity, and Japanese artistry. These aspects played a part in the curation of social media content for Dawson Denim to use as assets for their new product range: Designed in the UK and Made In Japan.
Our outcomes revolved around the essence of handmade and artisan craftsmanship - our design style was an homage to the human touch; embracing imperfections and honoring the distinctive qualities inherent in every handcrafted creation, allowing their character and craftsmanship of Dawson Denim's pieces to take centre stage.
We first looked at Dawson Denim's Pinterest boards, where we came across some of the original inspirations behind their brand identity. These details can be seen used in some of their packaging, and even inspire some details of their products, including buttons. Looking at this, we got a better understanding of the brand's ethos, giving us inspiration to research this industry further.
Visiting the Dawson Denim workshop in Hove, I was able to look further into the brand - I was surprised by how small it was, considering the number of different processes that go into producing just one pair of jeans! I loved the personal details across the store and workshop - a 1957 motorcycle is an eye-catching feature of the shop floor, and reflects Kelly and Scott's passion for vintage motoring. There were also a number of personalised prints from local artists, which emphasises the individuality of the brand, and shelves of memorabilia to commemorate Dawson Denim's collaborations with other companies – Kelly mentioned specifically that their collaborations with Heddels and BMW were big milestones for the brand.
The original plan was to shoot a film for Dawson Denim, using art materials to highlight the texture and quality of the Japanese denim by tearing samples apart and printing with swatches of fabric. However, due to a limited time in the studio, we were unable to achieve the amount of shots we needed to create it.
Instead, we carried out a studio photoshoot, accentuating the essence of denim by placing emphasis on texture and identity. Drawing inspiration from the Japanese concept of Shibui, we aimed for a subtle and unobtrusive beauty - employing clear and balanced lighting maintained a clean atmosphere, allowing the focus to remain solely on the character of the denim. The flat lay images were simple and clean, but were a very basic outcome, so we realised we needed to edit them further in order to create a fully-rounded campaign.
We used these images to create mockups of social media content for Dawson Denim to promote the campaign, focusing on the handmade and personal touches to make the product seem relatable and desirable to potential consumers. I then used the photos to create custom matchbox covers (shown below). The design aligns with the vintage themes seen in the workshop as well as imagery found on their Pinterest boards, and would make a suitable limited edition, collectable addition to any orders placed.
“I think this is fascinating. I think the idea of printing as a form of
an editorial is really interesting.” [KELLY DAWSON, 2023]
an editorial is really interesting.” [KELLY DAWSON, 2023]
Our collaboration with Dawson Denim provided a valuable opportunity to work with a live client, bridging traditional craftsmanship with contemporary storytelling. Through in-depth research and hands-on exploration of the brand's heritage, we gained insight into the artistry of Japanese denim and the authenticity embedded in Dawson Denim's ethos.
Despite initial setbacks, we adapted our creative approach to deliver a campaign that celebrated the raw beauty and sustainability of handmade denim while reflecting the brand's unique identity. This experience not only strengthened our ability to interpret a brand's vision, but deepened our appreciation for sustainable fashion and craftsmanship.
(Outcomes created in collaboration with NTU students Cosi Standeven, Georgia Pallant, Hannah Lord and Jainaba Jeng)
