What better way to shoot the first campaign than with a strong group of friends who I deeply respect and admire creatively?
The heart of LANG is being shaped by friends who carry taste, intuition, and intention in everything they do. So when it came time to capture the visual identity of this first drop, I knew it needed to be created with the people who naturally understand the world I’m building.
We shot the campaign at Silence Please, a coffee-and-record shop in Manhattan that my long time friend Jansen is a partner in. The space itself played a huge role in the story. Clean lines, warm wood, refined textures, and those futuristic speakers mounted across the room. I felt that everything about the design mirrors what I see in LANG: modern but soulful, high art but approachable, luxury with a little twist. It’s a place that feels curated without trying too hard. A place where you instantly feel the mood!
The goats Saeed and Bij brought the vision to life with such ease. Their eye for texture, shadow, and subtle emotion is exactly why I trust them. They defintely captured a feeling. They caught the quiet details, the angles, the personality of the space. Every BTS moment shows the intention behind the shots.
Elizha also killed it with the effortless modeling. There’s a calm confidence to him. A grounded, understated cool that mirrors the tone of the pieces. No over-posing, no trying too hard.
Cheers to the first page of the visual language of the brand.
Friends, intention, atmosphere, design, taste… all layered together to introduce something that’s been in my head for months.
These BTS photos mean a lot to me because they show the truth behind it: people I love, a space that inspires me, and the beginning of a world I’m just starting to build.
— LANG
