M.J. Bale

 
 

M.J. Bale is Australia’s first carbon-neutral menswear brand, producing garments of integrity for men of character.

Details

  • Collection: Winter 2024 (Southern Hemisphere)

  • Date: April 2024

  • Location: Tasmania, Australia

  • Photographer: Fabio Kraniotis

  • Talent: Alex Libby


What We Did

Having modelled for M.J. Bale for almost a decade now, I have a really strong relationship with the team there. I pitched an authentic adventure to them, taking items from their upcoming winter 2024 season and really putting it through its paces at the limits of where clothing like that would normally be used. They gave us an open brief, so photographer/videographer Fabio Karniotis and I set off for Tasmania where we knew we’d find the solitude and wild spaces that we were seeking for this campaign as well as the higher latitude autumn weather that would match the intention of M.J. Bale’s winter collection.

Working as a two-man team, we headed to an area where we knew we’d get a great range of locations from native forests to a raw and rocky coastline being hammered by Southern Ocean swells. That allowed us to be dynamic and react to the rapidly changing weather and light, and to catch the optimum swell and tide for shooting some surfing. We also met with our good friend Kieron, a local big wave surfer, to capture additional surf content, catch up around a camp fire at the cabin, and film a short edit celebrating friendship and reminding blokes to call their mates.

The result for M.J. Bale was a large bank of images, two video edits, and eight reels and lifestyle vignettes that they utilised across their (Southern Hemisphere) winter 2024 season, particularly for product with strong relevance such as their single source Tasmanian merino wool knitwear.

 
Matthew Arney