Craghoppers x eye_C SS23 “Seventy One Percent”

by Rubén Palma
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Founded in 1965, UK based outdoors brand Craghoppers has presented their Spring / Summer 2023 collection, which has been exclusively art directed and curated by Tokyo based publisher and creative company eye_C Media.

The collection is inspired by water, and has therefore been given the name “Seventy One Percent”, In reference to the percentage of water that currently covers the planet. It arrives in a soft blue and green color-palette and features an Argo Fleece Jacket and the Dynamic Pro II Jacket highlighting the running theme of H2O. Bringing in more neutral tones representative of the earth, the ideal adventure kit consists of the NosiLife Adventure Jacket, the iconic Kiwi Convertible trousers and the Trek NewHide Walking boots.

Craghoppers is passionate about helping to protect the 71% of the planet that is covered in H2O, and has therefore teamed up with several water & nature conservation organisations, such as: Galapagos Conservation Trust, NewHide, BLOOM and KIWI trousers. eye_C were tasked with incorporating the H2O element in the lookbook when highlighting the products as both an individual and a complete system.

“Coming from a coastal town, water is an element that is especially important to
me. We’ve entered around a lot of navy themes for in-house eye_C projects as a
nod to the ocean so being asked to incorporate this into a shoot for Craghoppers
was an easy yes, yet a slightly more difficult task to realise .. Our main priority when shooting campaigns or look-books is to highlight the product without having too many distractions around it. Just enough nuance to build up an idea inside the viewer’s head.”

– Martin Hoye, CEO of eye_C Media

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