Howlin’ is a Belgian menswear brand focusing on Scottish wool sweaters and garments. Founded by longtime manufacturers Morrison Ltd., Howlin’ was designed as the whimsical counterpart to Morrison’s heritage mainline. Howlin’ collections feature a more youthful approach through eccentric colors and designs while maintaining the quality and construction Morrison has built their 30+ year legacy on.

For this campaign, I wanted to find the balance between the playful personality of Howlin’ and Morrison’s more traditional background. I wanted the tone of the shoot to feel cheerful and loose, as a nod to the brand’s tagline at the time: “Made in Belgium with a smile.”

We shot this campaign on a 93-degree day in September (sorry Jiten!), which wasn’t exactly ideal for a wool-based brand, but that’s the unpredictability of Seattle weather for you. Based on the conditions, I opted for a bright and airy backdrop made out of sailcloth we had lying around the office. We had used it in shoots prior and really loved the muted lighting conditions it was able to provide. It created a very even tone throughout the shoot and made it possible to see the intricacies of the textures on each sweater. I chose a straightforward styling approach, pairing the garments with jeans and simple layers to keep the focus on the sweaters at all times.