Spoke - Japanese Denim

For this commission, I was tasked with crafting the campaign identity for SPOKE Menswear’s second season of their 14oz Rope Dyed Japanese Denim—an evolution of their signature fit, now re-engineered with added stretch for the winter months.

The design narrative leaned into the tactile authenticity of the fabric’s origin—rope dyed in Sakamoto, Japan—paying homage to the deep heritage of Japanese workwear while aligning with SPOKE’s modern, precision-tailored ethos. The creative concept fused tradition with technical refinement: bold typographic lockups, understated tonal textures, and subtle references to utility design reflected the denim’s character—distinctive, enduring, and quietly exacting.

Imagery and layout rhythm aimed to echo the construction of the jeans themselves: considered, robust, and built to move. This campaign celebrated not just the garment’s form, but its feeling—durability, depth, and the quiet confidence that comes from knowing every detail is deliberate.