Description
Global campaign production for the debut collaboration between London-based menswear label _J.LA.L_ and performance footwear brand HOKA. A project that rethinks the balance between nature and humanity, where human hands play a key role in its recovery.
Shot on location near the Fukushima reactor, in a region slowly reawakening after the 2011 tsunami, the campaign pairs _J.LA.L_’s technological approach to design with HOKA’s performance ethos. Directed by stylist and visual director Izuka Keita, with photography by Kohei Kawatani, the visuals explore a landscape in flux, as the local population revitalises the region through the active replanting of trees and plants.
