I was called in by Dickies to create a kind of brand bible – a free book that celebrated what the brand was about. They had already made books focused on the US and wanted to reflect how people in Europe responded to the brand.

I decided to create print projects with various groups of people who work within the creative industries and who wear Dickies.

In the end the book features some of the most inspiring and creative people around at the moment – in my opinion. It's an impressive list of talented people.

We created a weeklong exhibition in the Maverik Showrooms to launch the book. It was curated by myself along with Angelo Carnielo, the gallery owner and Jay Hess, the magazines art director.

It was also a way to say Thank You to all the contributors. That's why it was great that Sergei was able to attend and spend the week with us.

It was a great launch party and the gallery was busy every day; we must have given away about 2,000 magazines simply through people coming in to see the exhibition.

Jason Jules