There’s a carefree attitude permeating Meltin’ Pot’s spring 2013 collection. It’s about authenticity, about the rough-and-tumble nature of denim as something you can wear anywhere, any time, about summer as the dominion of Youth. Paint-splattered slouchy tees and slogans like “Where Life Takes You” express it in a nutshell while the bright colours soak up everything casual summer activities are about.

And the collection’s campaign mirrors those themes. Shot by shot by Dutch analog photographer Dennis Duijnhouwer, it captures the radiance of summer, of freedom and of letting yourself be swept where life takes you.

Meltin Pot campaign

Click the thumbnails for full pictures:
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign
Meltin'Pot S/S '13 Campaign

Meltin’ Pot’s denims for the season balance on trend colours and timeless wearability with experimentation of denim making techniques. Cropped shapes make light work of splashing in streams barefoot and skinny cuts are the kind that are perfect for festival days. Some indigo denims are inspired by workwear – hardwearing yet rich – while hand treatments on selvage denim makes for one-of-a-kind unique pieces.

View more of the Meltin’ Pot (meltinpot.com) spring 2013 campaign by clicking on the gallery.

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