THE BRIEF:

Conceptualise a creative campaign for The Snake Hole’s Autumn Drop, inspired by the evolution of the flannel. The goal is to explore how a traditional workwear staple can be reinterpreted through a streetwear lens. Rather than focusing on function, this collection leans into the feeling and cultural weight of utility. The campaign should build a visual world that feels grounded and nostalgic, yet elevated and editorial.

THE CONCEPT:

The Snake Hole Autumn Drop takes the flannel back to where it began, but strips it of function and reimagines it as feeling. Inspired by the evolution of workwear, we styled the campaign around a green shed. But instead of action, we show stillness. The subject is surrounded by tools but disengaged from them, creating a quiet tension between expectation and attitude. This contrast becomes the heart of the campaign. The shed represents the past. The flannel holds its history. But the way it’s worn now tells a different story, one of understated rebellion. Through soft lighting, styled restraint, and familiar materials, we position The Snake Hole as streetwear that carries nostalgia without imitation. It’s a new kind of uniform, made for wherever you end up after walking out of the shed.

WHAT WE DID:

Creative Direction | Photography | Pre-Production | International Talent Scouting