by Stephen Garner

Pepe Jeans London has teamed up with British photographer Brooklyn Beckham, who just so happens to be the eldest son of one David Beckham.

As part of a new partnership, Brooklyn appears in a new campaign for Pepe Jeans to highlight its “Wiser Wash” denim. Through images directed and self-shot by Brooklyn, and video by Zhamak Fullad, the Wiser Future campaign plays with the reflection created by frameless mirrors in various environments and features Wiser Wash denim pieces. Launched in tandem with World Water Day 2021 (March 22nd), Wiser Future celebrates the preciousness of water and reflects on its vital importance for the future.

Wiser Wash is a new washing technology that drastically reduces the use of water in the production of denim, using only 1 cup of water for the decolorization process of a pair of jeans (vs. 16 liters for a traditional wash), and zero toxic chemicals.

The hero images of the Wiser Future campaign feature Brooklyn at the beach, self-photographing via a frameless mirror that reflects the magnificence of the ocean. Brooklyn wears a Wiser Wash ‘Young’ denim jacket and slim ‘Hatch’ Wiser Wash denim jeans.

Campaign images, social-first videos, and BTS will continue to roll out across Pepe Jeans London social channels and selected media partners, concluding on Earth Day, April 22nd.