this project was developed as a conceptual design experiment centered on transformation and reuse. using secondhand denim sourced from the red cross in copenhagen, the design explored how worn materials could be reassembled and given new energy.

each pair of jeans was stitched together by hand, transforming existing garments into something new through selected details, including cold silver heart elements and contrast stitching.

the design was created with the intention of allowing the wearer to recreate and reinterpret the piece. the campaign encapsulated this by starring a cast of 50 selected copenhagen talents and icons, captured in a raw, understated visual style inspired by early ck aesthetics.