PROCRASTINATE BY SJU

PROCRASTINATE BY SJU

 

Meet London East, our second solo collection consisting of 5 unique designs with vegetable tanned leather around the brim and edge. Each named after five of our favourite streets of east London, where lots of our memories were formed and forever kept.

This collection was the beginning of our fashion film journey. Our first campaign video, directed by duo SAUS+CHOP, received many to us important nominations around film festivals in UK, Germany and the US.

The main message of the film was embracing procrastination:

“Forgive yourself, we all do it...embrace the distractions, mess around, mess up...procrastinate. You never know what it could lead to…”