Opinion by Richard Baird.
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.