For their newest lookbook the brand wanted to reconnect with its history, the 60’s and 70’s when the counter culture used fashion as a political statement.
A group of friends is doing a road trip through the West Coast to reconnect with a simpler way of life. It is a story of the old and the new coming together to celebrate love. It is not a judgement it’s an invitation.
It was important to show beauty the most naturally possible. We decided on a clean look with as much use of the natural light as the weather would permit.
The choice of San Francisco is not an accident. The city still resonates with the counterculture movement of the post-Vietnam war, despite the forever presence of the tech industry.
The Volkswagen Kombi is another wink at this free-spirited time period.