Introducing 'Friday Night Treat,' the latest campaign by Uskees. Shot in Chinatown, Manchester. Photography by George Heaton and Film Photography by Meryeme Shone. Styling by Cal Mac and Dillon Ware-Lane.
We spoke to Uskees founder Paul Clapham on the inspiration behind 'Friday Night Treat.'
"The Friday night treat concept initially came from the idea of a neon light reflected in a wet puddle in a dark urban street; an inner city, New York type vibe. Obviously, we’d have loved to have done the shoot in New York, but that just wasn’t feasible, so Manchester’s amazing Chinatown was the closest we could get to that feel. And because the colors of the new collection are so vibrant and bright, I felt shooting at night would allow the colors to pop off the darkness and really stand out, making the clear statement that colors remains at the heart of the Uskees brand."
"You’ve worked hard all week. It’s the weekend and you want to go out with your mates, let your hair down and have some fun. With every campaign we do, we’re trying to capture the Uskees brand ethos, that is, whether you’re hard at work, or hard at play, your Uskees garment remains relevant."
"I primarily liked the idea that now when you visit the website, it’ll have a new, dark feel to it. As we move from the light, brightness of Summer and the Victorian Summer Campaign to the darkness of Winter. The shots from #Friday Night Treat' will reflect that change of season and mood, whilst showcasing the amazing colors in the new collection."
"We love doing shoots out and about as it gives the brand a personality, an energy, a creative output, putting us in that space where it’s not just about the clothes, it’s about being part of a creative process. Ultimately, I want Uskees to stay interesting, because let’s face it, if we’re not interesting anymore, what are we?"
This campaign introduces 4 new colors to the Uskees range including our best selling #3001 Overshirt in all 4 colors and the #3008 Smock in 2 fresh colorways that will have you kitted out for the cooler months. A brand new product has also just landed, the #3011 Overshirt, our latest overshirt with a hidden button front fastening. Available in 2 colors.
'Friday Night Treat' is the second in a trilogy of shoots.