Adax men’s line “Adax Creation Unit” has teamed up with Lasse Bak Mejlvang, who works as a photo journalist and documents reality all over the world, whether it is VM in beard, hotspots in the Middle East or cricket in the streets of India. The cooperation between these two culminated in a camera strap in the finest quality of leather.
“I just returned from a trip to Israel/Palestine, where I was stopped by the military and where told to delete the pictures, I had taken at a check point. I was super disappointed over the loss of the pictures and had for a long time wondered if you could use the strap as an alternative to the classic cardholder we photographers got in our pocket”, says Lasse Bak Mejlvang.
The cooperation is a part of Adax relaunching their mens line: “We wish to tell stories and through Lasse we suddenly do. We are so proud of joining Lasse on his travel and to get the chance to equating Adax Creating Unit with the experiences and values photo journalists like Lasse, experience”, says Anne Grundahl, Marketing Manager at Adax.
Lasse is the campaign face of the SS18 collection, which already is online and in shops. In the new collection you will find new leather qualities, colors, designs - and all are designed with the modern man in mind.
Situations like this is a result of a camera strap, where two world meets; a strap, where the quality is picked up from the bag company with many years of experience with the leather. The subtleties and details of the strap is picked up from the experiences Lasse made in the field.
”In cooperation with the design team from Adax, we have designed a strap with small pockets incorporated in the strap. There are two pockets, one to CF card and another for SD card. I believe that few, will check the camera strap for memory cards”, says Lasse.
Lasse works on a photo project in India, where he together with his colleague Asger Mortensen, over the next five years will travel from the North, South, East and West with analog cameras and in the best way document cricket in the streets – and the camera strap from Adax Creation Unit is along all the way.