Design & Art Direction
Get Into Denim Campaign FW21
Visual Identity, Retail Design
We launched Get Into Denim, Everlane’s first major campaign in two years, celebrating the restless spirit of change and individuality in American culture. Featuring a cast of unapologetic originals, the campaign spotlighted Everlane’s organic denim, made better for the planet.
At its core was a renewed commitment to sustainability through Saitex, the world’s cleanest denim factory, where innovative processes recycle 98% of water and turn toxic byproducts into bricks for affordable housing.
In-store, we brought this story to life with immersive experiences—repurposed TV aquariums showcasing water purity and sculptural vases made from Saitex bricks—blending sustainability with design to give customers a tangible connection to Everlane’s values.
Creative Direction : Shu Hung
Designer : Johnson Yur
Photographer : Laura Jane Coulson,
Videographer : Bunny Kinney
Partner Agencies : Mother, Frosty Pop
Illustration : Dominic Kesterton
Models : Anna Ling, Baba Diop, Guinevere van Seenus,
Kukua Williams, Phillip Bread
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