Champion of Craft: Brothers & Craft

We know that materials matter, and the right materials can take a project from good to great.

In issue number eight of the Mohawk Maker Quarterly, we explore a new media and creative agency founded by four brothers in Charleston, South Carolina, called Brothers & Craft. The brothers specialize in visual and written content development, photography, videography, styling, branding strategy and have worked with some notable brands including Shinola, Liberty Fairs, Tommy Hilfiger, Veuve Clicquot, Fossil, and more.  Read on to learn how they astutely master their brand.

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The theme of issue 08 of the Mohawk Maker Quarterly is “Feel” — not only physical touch, but also the special thing that happens when multiple senses conspire to take you down the same path. What types of feelings/emotions do you hope your spaces evoke for the people who stay in them?

That’s a great question. You know, life doesn’t happen in a vacuum. Who we are, what we wear, where we go, and how we engage the world around us is often closely connected to what feels most familiar. Our shoots, no matter if it’s fashion, lifestyle, travel, or some other setup, are all designed to remind people that everyone is invited to live more fully. Everyone can discover or rediscover who they are, or who they always wanted to be. We hope the aesthetic we’ve created through Brothers and Craft can serve as a sort of clarion call that reminds people of their own potential, and just how much beauty exists all around us, just waiting to be explored.

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How does your emotional connection to the south come through in your work?

While our style is birthed out of our heritage, it also has begun to transcend and include elements of places beyond the South as well. We absolutely want our audience to see and experience our connection to where we live and where we grew up, so you’ll see plenty of focus on the culture itself. Another piece of the puzzle is showcasing who we actually are. There can be lots of misconceptions and preconceived stereotypes about a person based on where they’re from, so we try to share our reality of living with our focus on progress and the future, even as we honor our past.

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Feel is a story. It is a texture, a time, a place, a taste. What story do you want your products to tell?

We really want to invite people to engage culture in stylish ways. To remind people there’s always more to the story; there’s always something worth hoping for, giving ourselves to, or striving toward. It might be a well-crafted cocktail on a much-needed night out, a weekend away, a gathering of friends around a fire pit making s’mores, or just making it to a meeting on time in a fitted suit. Every moment of our lives tell a story. Our stories are messy and beautiful all at the same time. We think the author, Frederick Buechner said it best: “Listen to your life. All moments are key moments.”

If we can encourage our followers and audience to listen just a little closer to their lives and then go and live them well, then we’ve told (and lived) a good story.

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