Hiut Double Black
BWTIC
Jamie Ellul:

Love these thumb-stopping launch images for Hiut Denim from Welsh agency Bwtîc. Hiut Denim Co. is a small independent denim company based in Cardigan, Wales. Hiut only have only four launches each year.

Bwtîc created launch photography for their first launch of 2022; the ultimate Double-Black jean. Aiming to build intrigue and hint at the product specification; without giving too much away. Using the West Wales coastline Hiut calls home as the location – they created a teaser campaign where the jeans themselves can only be seen in the reflection of the water. The result is a surreal and surprising set of images that slowly reveal the product in the run up to launch.