A denim factory may not seem like the most scenic location for an all-day commissioned shoot, but London-based photographer Samuel Bradley‘s simple, observational approach produced a series of delicate details for Paul Smith Jeans.

Goodhood Creative‘s creative director Kyle Stewart, videographer Santiago Arbelaez and Bradley flew out to Sofia, Bulgaria to document jean production from start to finish. Bradley says, “I think, initially, the approach was intended to be very high tech and regimented, but the environment and reality of how the jeans are made meant we had to adapt on the shoot and take a much more human approach.” He photographed around fourteen stages of production, and avoided repetition by looking for what he’d found “in between and on the peripheries,” such as a fly on a table or a needle in a box.

Bradley penned a blog post on his experience on the shoot and in Bulgaria, painting a picture of the empty-feeling city of Sofia, the decaying lavishness of the hotel he stayed in and endless whirring of the sewing machines in the factory.

Bradley was the winner of Emerging Photographer Photo Feed contest, and his client list includes large brands like Nokia, MTV, Vitamin Water, 55DSL and ASOS. Visit Bradley’s website or Black Dog Represents to see more of his work.