Sep 22, 2017 | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Edwin-Europe kicks off the summer 2014 season with the release of their latest campaign, North of the South, that sees the crew hit the open road on a journey of adventure.
For Edwin-Europe, their seasonal campaigns provide an extension of their brand lifestyle and highlight the labels sentiment towards authenticity. Each season, the crew along with their close friends and Edwin family set off on an epic journey to celebrate the best of times while putting the Edwin product to the test. Riding custom bikes with a couple of tents thrown in, no map, and eyes for mischief and adventure, the marauding crew members have so far endured the rainy route from London to Biarritz, battled the freezing temperatures of Les Vosges mountains as well as endured the soaring heat at the Wheels and Waves festival in the South of France.
At the end of last summer, the team headed South and met their friends in Portugal for a new wonderful adventure in a great place. A Citroën DS2, genuine Willis Jeeps, and three motorcycles (among which a great Elsinor 250 in mint condition) were their daily rides, as the guys and girls hit the open roads in Edwin’s new S/S 14 range. Seasonal photographer Sam Christmas was on hand to document the trip, while Edwin’s Art Director Benjamin Robinson filmed the trip for the new film North of the South. We spoke to Benny on the trip to find out what went down.
The latest “North South” Edwin video follows the guys on a road trip around Portugal. What went down on the trip and who was involved in the trip this time round?
As always, it’s the same cast of faces…friends, which is to say Further crew members; Fred & Hugo from Blitz Motorcycles, James from Kingdom of Kicks, our mate Justin O’Shea, (little) Mark Best One and the rest of the Edwin creative team. We also invited some of our girlfriends this time as we wanted to shoot a women’s film at the same time. As I’ve been so busy, the editing of the latter was massively delayed so we’ll be releasing that next week…just in time for the (hopefully) great, European summer. The location was incredible…just north of Porto, which I’d stumbled across on a day off during a business trip to Portugal. The weather was amazing too…not a cloud in the sky which made shooting more difficult but helped to set this film apart from previous Edwin releases…we often don’t have the best luck in that respect!
What are the key pieces featured in the video?
As the weather was so hot, we obviously couldn’t force the crew to wear heavy denim pieces or jackets all day long so the focus lies on the true summer clothes; printed short sleeve shirts and bermudas in linens, chambrays and poplins, graphic tees and your favorite pair of sunglasses…an proper summer wardrobe…
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.