Conceived by Jonny Hamill and Tom Gardner in 2015, Hole Hearted is a clothing brand that aims to bring together street-wear and alternative fashion. Inspiration comes from street fashion, skateboarding clothing, alternative clothing and tattoo art.

Room12 initially produced a range of editorial images, shot on locations around Nottingham and Derbyshire’s Peak District; locations chosen to reflect the lifestyles of Hole Hearted’s customer base. We chose to use a very low depth of field in order to give an intimate feel to the images, and to help the visitors to their website make a personal connection with the product.

After posting a competition on Instagram, two Hole Hearted customers were invited to be models for the AW16/17 look book and product shoot, carried out in Room12’s Nottingham-based studio, with their look fitting in perfectly with both the influences and aspirations of the company.

Hole Hearted now have a full collection of imagery for their brand new website and extensive social media presence. Room12 look forward to working with Hole Hearted on their future campaigns, continuing a relationship that has already spanned three campaigns, and will be shooting on location again soon!