Project Management   //   Creative + Art Direction   //   Model + Team Casting   //   Production   //   Brand + Design Consultancy

The Common-Folk encompasses a refined minimal approach to the quality and craftsmanship that define denim culture.

With the brand’s focus on raw denim fabrications and Japanese influenced silhouettes, we found our inspiration in the colours, textures and backstreets of Kojima – a district located in the Okayama Prefecture rich in denim history and tradition.

We were approached to create an authentic identity and visual representation of the brand’s DNA, guiding their launch and introduction to market. Alongside the ideation and implementation of tailor made campaigns, Y|F provides seasonal analysis and creative consulting on brand, market, and design strategies.

Campaign Video

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