German denim label ADenim has launched a new advertising campaign shot by New York-based fashion photographer Thomas Hoeffgen.

“The shooting was full of action because we wanted to show ADenim in motion, not static. With our new face, Max Rogers, we have found a cool guy who loves and lives ADenim,” says Marco Lanowy, General Manager at ADenim.

The new campaign transports ADenims motto “Handcrafted in Casablanca”, made for men who have found their individual style. All ADenim models are handmade through a lengthy procedure. After the production that can take up to seven hours, the denims are finished by hand in several different processes so each pair of ADenim jeans is unique.