Zero Haags Given. – For the current SS26 campaign for the sneaker and footwear brand TENHAAG, photographer Craolin Unrath brought the new looks to life. The brief called for a healthy dose of attitude, served with plenty of self-deprecating humor. The campaign contrasts statistical facts with unconventional outfits, playfully taking aim at our modern, obsessive drive for self-optimization through the lens of fashion.
The slogan "ZERO HAAGS GIVEN" is a witty play on words by the brand TENHAAG. It is derived from the well-known English slang expression "zero fucks given"—essentially meaning, "I couldn't care less." The underlying message: these sneakers are designed for people who are completely indifferent to what others might think of their choices, their outfits, how they have fun, or the way they choose to live their lives.
The TENHAAG brand was established by Paul Green GmbH. The Austrian women’s footwear manufacturer, based in Mattsee, launched the new label to expand its portfolio with a youthful, dynamic sports-lifestyle brand.
The current leadership team at Paul Green GmbH—comprising Barbara Aichinger (Sales and Marketing) and Torsten Tesche (Product Development)—is responsible for the brand’s strategic development and launch. The project was managed by the agency Cainné Angste, in collaboration with Hovn Studios. The team included Creative Director Dian Warsosumato, Art Director Marek Hayduk, Stylist Laura Magritzer, Hair & Makeup Artist Sarah Bzoch, and Set Designer Yannic Donner.
Paul Green GmbH is a renowned Austrian manufacturer of premium women’s footwear, headquartered in Mattsee, near Salzburg. The company was originally founded in Munich in 1988 and has since developed into one of the leading brands for women's shoes in the German-speaking region.
Photographer Carolin Unrath is represented by the Hamburg-based agency UPFRONT Photo & Film.
GoSee : tenhaag-shop.com
