Urban Outfitters EU and Kit came together for the brand's European summer collection, a menswear lookbook built around casualwear, outerwear, and accessories. 22 IMPACT cast Kit for the campaign and managed the relationship with Urban Outfitters EU throughout.

The shoot took place across multiple locations in Tenerife - volcanic black rock coastline, a hotel poolside, a promenade, and a plain rendered wall - giving the campaign a genuinely sun-drenched quality that a studio or city setting would not have produced.

Kit wore a range of looks across the day, from graphic tees and embroidered shirts to wide-leg trousers and shorts, all carried with a loose, unhurried ease that suited the brand's off-duty register. Content ran across social media.