WATCH: The HoundsKNIT Collection (Extra: BTS)
There’s a certain magic to film—an undeniable warmth, texture, and depth that digital just can’t replicate. That’s exactly why we chose to shoot our latest campaign for the HoundsKNIT Collection on 16mm film. Shot by Riley Hart on location in Lancefield, Victoria, the video takes you deep into the heart of the ride—where crisp morning air meets rolling country roads, and the quiet hum of rubber on gravel feels almost cinematic. The collection itself is a study in movement and texture, a refined evolution of our signature performance knitwear, and it deserved to be seen through a lens that could do it justice.
Riley using the Eclair Camera on-location
To bring this vision to life, Riley used an Eclair camera loaded with Kodak film—the same setup once favoured by documentary filmmakers capturing raw, unscripted moments in the early days of cinema. There’s a beautiful imperfection to it—the way the light flares unexpectedly, the grain that adds a tangible quality to every frame, the slight softness that makes the footage feel more human, more real. In a time when cycling imagery is often hyper-polished and digitally perfected, we wanted to strip things back and embrace an aesthetic that feels both nostalgic and timeless.
The result? A campaign film that moves at the rhythm of the ride itself—fluid, immersive, and honest. As the riders carve their way through the quiet roads of Lancefield, the film captures more than just the kit; it captures the essence of cycling as we know it. The HoundsKNIT Collection isn’t just about performance—it’s about the experience, the sensations, the way fabric and motion become one. And in Riley’s hands, on 16mm film, that story unfolds in a way that feels as authentic as the road ahead.
