Campaign Video


While pretty happy tourists are often seen on beach fronts, for the TCF SS’17 we pay respect back to the kids that were raised on these streets and boardwalks. Engaging with our location as a day on the other side of tourism, we keep it real and raw while defining these beachside territories.


The Common-Folk encompass a refined minimal approach to the quality and craftsmanship that define denim culture. Each garment is hand made and all fabrications are woven together using rare vintage shuttle looms – a traditional method of weaving fine quality denim fabrics found in Japan.

Before TCF launched in to market they approached us to consult on their brand identity, market strategy, and designs. Since launching their first season on 2014, alongside the ideation and implementation of tailor made campaigns and content, we provide on-going seasonal analysis and creative consulting on all their branding, marketing, design, and social strategies.

With our expertise, network, and insights The Common-Folk are in their 5th season, have expanded internationally, and are regularly featured on HYPEBEAST and Highsnobiety, with additional features on WGSN,  Toronto Life, and Juice Magazine. Artists like Big Sean, 50 Cent, Lil Uzi Vert, and DRAM, have been profiled wearing our collections, along with high profile influencers including Jayden Smith, Jeff Staple, Mari Takahashi, Tamara Dhia, and Steven Onoja.


To highlight the quality, history, and handmade denim traditions of Japan  to show the craftsmanship that goes in to creating such a meaningful collection.

As part of Kamikaze Attack’s denim heritage collaboration with The Common-Folk we travelled to Okayama, the birthplace of Japan’s deep denim culture, and where all their collections are made.

Shot in the century old factory where the traditions began, we feature it’s current owner, and the creator of the cult Japanese denim brand Kamikaze Attack, creating a pair of the collaborations signature pieces.

TCF x Kamikaze Attack

Collaboration Video