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Croft Knitwear by Commission, United Kindom

Opinion by Richard Baird.

Visual identity and black block foil tags by Commission for Croft Knitwear

Croft is a contemporary men’s knitwear brand that specialises in high quality cashmere and soft wool garments. These are available exclusively through online retailer Superdemin. Each garment is hand knitted on Scotland’s Shetland Islands by crofters, a name given to those using traditional batch production processes within small communities unique to the Highlands. Alongside a new logo, London-based design studio Commission worked with photographer Luke Evans to create a range of campaign imagery that would avoid heritage pastiche, and instead, favour a contemporary simplicity.

Campaign photography by Luke Evans and logo and print by Commission for Croft Knitwear

Although the logo’s mix of wool iconography and stencil cut serif are a well-balanced mix of utility and tradition, and function as a reminder of origin and process—achieving a lot with very little—and the black block foil and uncoated board of tags an effective and universal expression of quality, it is imagery that really stands out.

Visual identity by Commission for Croft Knitwear featuring campaign photography by Luke Evans

The photography, sculpted from knitwear, is a neat, and as far as I am aware, original idea. These are set and captured incredibly well with plenty of variation and a clear appreciation for proportion, light, shade and texture, as well as the landscapes that these reference, capturing the large open spaces, rolling hills and climbing mountains of Scotland but also the very fine detail of Croft’s products.

Visual identity by Commission for Croft Knitwear featuring campaign photography by Luke Evans

The choice of colour is unusual. Where you might have expected earthy greens, grey is favoured, layering the images with a cool, raw and overcast quality. This is then reinforced by the addition of a haze, giving the images a sense of low lying cloud but also, and more importantly, the perception of scale. It is easy to imagine these embracing seasonality through colour.

Visual identity by Commission for Croft Knitwear featuring campaign photography by Luke Evans

Much like the logo, Luke Evans’ photography makes a connection between modern luxury and the traditional origins, utility and warmth wool has afforded those living in cold and harsh climates for hundreds of years. It effectively and ties together garment and its provenance with a single, emotive and creative image. More work by Commission Studio on BP&O.

Design: Commission. Photography: Luke Evans. Opinion: Richard Baird

Visual identity and black block foil tags by Commission for Croft Knitwear

Logo and clothing label by Commission for Croft Knitwear

Visual identity and black block foil tags by Commission for Croft Knitwear

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Visual identity by Commission for Croft Knitwear featuring campaign photography by Luke Evans

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  • Taylor

    Love this! The photography makes the fabric feel like different landscapes.

  • Nirvana CPH

    I agree! The photography is great