What's new: Jonathan Daniel Pryce x Form&Thread

It works oddly well: the combination of naked men and London architecture. That's what Richard Jeal, former Senior Buyer at COS and Buying Manager at Albam, no co-founder of new luxury mens sock brand Form&Thread thought, when he commissioned photographer Jonathan Daniel Pryce to shoot a series of images to launch the brand.

'We had three words in mind that would define our products: materials, texture and construction,' says Jeal of the . 'Socks can be simple products so we decided to focus on the tactile element of them. These same three words are often used to describe brutalist architecture, so we decided to strip everything else away and explore that in the imagery for this project.'

Pryce is well placed to capture the drama. In 2012, he won photographer of the year at the Scottish fashion awards, starting his blog '100 Beards in 100 Days' in the same year. Since then, the project has had two sell out runs as a published photobook. His latest project "MAN/MEN" looks at British manufacturing of menswearand was published as a journal for London Collections: Men in June 2014. His on-going men's style blog can be seen at GarconJon.com

'I've admired Form&Thread since I first discovered the brand,' adds Pryce. 'The ethos of quality and construction is in line with my aesthetic for image making and when I was approached to work on a collaboration I was excited to portray this in a photograph.'

For details of the exhibition ‘Form&Thread’ visit formandthread.com