Urban exploration is a permanent element of every Cropp campaign and even though London is stereotypically associated with English gentlemen, art museums and parks – and of course the royal family – it is also teeming with an alternative, underground lifestyle. This is the face of the UK capital that particularly interested the Cropp team in their latest autumn collection for the label.
The shoot exposes the other side of London, showing forgotten streets full of street art, squats and underground skate parks. In the photos we see the Cropp crew travelling through locations such as Camden Town, the Southbank and Shoreditch, skateboarding, partying and sinking into the reality of the London underground.
The photo shoot, which was entirely created with analogue cameras, is the work of Karol Grygoruk. The party atmosphere, discovering various faces of the city and the skate edit were also immortalized on video by Florian Malaka, who has frequently collaborated with the label; creating, amongst others, a movie from the Cropp crew’s trip to Toronto during autumn-winter 2014 and immortalizing on film the urban bustle of Hong Kong during the spring-summer 2015 season. Production was by the Warsaw SHOOTME agency.
Both the photo branding and film as well as look books can be found on the www.cropp.com website, which has been refreshed for the new season along with the label’s social networks, while clothes from the latest autumn collection can be found in CROPP salons throughout Poland.
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CROPP is a clothing brand for the young individuals who are open-minded and world-curious, who show their point of view and manifest their independence through their clothes. The collections mark out with their youthful design inspired by the street art, urban sport disciplines and music. CROPP is the urban brand that feels best in the street, clubs, everywhere the young people want to show their style and original idea to show themselves off.
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Ph. +48 665 850 043