A few months back, MammothReach had the opportunity to work with an amazing new client out of Detroit, called Detroit Denim Co. We were commissioned to create an entire online identity for this new startup that was making the commitment to making incredible, selvedge denim jeans and leather goods, all within the city of Detroit using 100% US-Sourced materials. The mission of this company was inspiring, and we are so stoked to play just a small part in it. Everything from branding, to the website, to all of the photos were accomplished in just a matter of months. Since launch, Detroit Denim Co. and owner Eric Yelsma have seen tremendous growth as they expand to stores and online sales not only within Michigan, but across the country as well. I was tasked with documenting everything about the process. From sketching and designing, to stitching and piecing together, to stamping the final patch on the back of the jeans. All done in a way that tells a story. This isn't another big-box retailer or products that are pieced together by robots; each pair of these jeans and every bag that comes out of their little factory in Corktown Detroit is handmade with incredible craftsmanship and needed to be documented as such. The products were all shot on the floor of the factory using natural light and the images for Detroit Denim's very first lookbook were all taken within 5 minutes of there. It's an incredible feeling to be a part of something like this. Something that is more than just dollars or pumping out products or selling the most jeans. It's about the process, it's about the city of Detroit and it's people, and it's about the love of the craft.
Following the launch we were lucky enough to be recognized by one of our favorite companies on the web, Visual Supply Co. They did a short write-up and interview with Eric and MammothReach about the process behind the website and the images that coincided. You can read more about that here.