The Uber Cool ABRAND has just launched its new campaign called Repent – the use of mirrors points to the fact that we all love ourselves too much focusing on self obsession and was shot by Jennifer Stenglein at Panama dining room in Fitzroy.
REPENT (Winter 2015)
We all have darkness within – running through our veins. It makes us both stronger and more complex. The best sinners are those who repent. We celebrate that darkness, we are inspired by those who ar truly black – the rebels, the fighters, the poets, the painters who use their darkness to create something great.
As an independent brand, Abrand draws inspiration from these people and these values in our denim; traditionally the warp, which is the lengthwise top layer of vertical yarn is dyed indigo whilst the weft, the horizontal yarn is dyed white, Abrand’s ‘REPENT’ range sinfully goes against tradition by dying the weft black, resulting in truer, darker colours. Because dark is seductive – and we repent so we can do it all again.
About Abrand
Abrand loves denim culture. Launcned in 2013 by Melbourne based denim house Three by One, Abrand is always looking to the future.
Abrand blends design with impeccable fits and superior quality to create a collection where originality meets timely style. Abrand is a #DENIMRELIGION. The Abrand triangular symbolism represents the three laws of Abrands purpose – Fit, Finish and Fabric. The dedication to the three laws is stitched on the back pocket of their jeans.
by Arrnott Olssen
Editor Rogue Homme
Editor Rogue Homme
