You can make the best clothing, you can have the best website, you can do everything right - but if the images are bad, its game over. 

Ok - maybe I'm biased. A good amount of my experience is in the world of shoot styling, so this one is important to me. I knew when booking shoot 1 we had to get it right. This is our world after all. Luckily, from day one I've had Luther as my right hand man. Luther is meticulously detailed in everything he does (his calendar is insane) and will never settle for anything less than 'The Vision'. Without him, none of this exists. 

Model selection was easy. Koby was my first call, probably a day or two after we started to make the brand a reality. We'd worked with Koby before and saw his potential immediately. He never disappoints, and looks incredible in the clothes. Koby modelled eComm and Campaign for us, becoming the face of SAINTABLETT for our launch. He also put up with us for 2 whole days on set, nothing short of heroic. 

Our second model took some thought, but I finally called in the favour of my oldest friend. Sam and me have known each other for over 20 years, he was the best man at my wedding, we even owned a brand together in our late teens (we were semi-successful in the Tumblr age, but unfortunately spent our profits on nights out) and he is a good looking guy. Its easy to get swamped down in model selection, agencies, faces, followers. But I'm glad we went with our friends - it shows in the images. 

Stephen Spicer joined us as photographer, meticulously delivering the vision and working with us to craft each shot with precision. We'd previously worked together on a band shoot, and this was a very different game, but we absolutely pulled it off. 

That left the final challenge - location. We needed somewhere that complimented our identity as a brand, especially for the first collection. These images would be forever special to us. I called in another favour, my close friends own a shoot house and were kind enough to let us shoot there. Their house is the result of careful renovation whilst retaining original 70s features. This resonated with our identity as a brand, we aim to breathe new life into forgotten or unused cloth, not unlike to their house. Check them out here. 

We captured the clothes as they deserved to be captured, and we started as we mean to continue. And without the kindness of friends, none of it would've happened. 

ASA