The location? An industrial garage in Los Angeles, featuring a collection of European classic motors that served as the perfect backdrop. The moment we walked in, we knew we were in the right place. The garage exuded that authentic, lived-in vibe- everything from the rusted metal tools to the vintage service signage. It was the ideal setting to showcase the Parts & Service pieces, the Nomad Pant, and even the Give ‘Em Hell Sweatshirt. These items are built for people who don’t shy away from hard work. They belong in a space like this: full of history, a place where every tool has a purpose, and every machine has a story.
We had one goal: to capture the essence of a timeless, hardworking atmosphere that echoed the collection’s roots. We chose to highlight the natural textures of the garments, letting the worn-in feel of the garment washes, the waxed canvas finish, and the classic hickory stripe shine through. The vintage charm of the collection looked right at home next to the polished chrome and deep hues of the European classics.
The Give ‘Em Hell Short Sleeve Sweatshirt came to life against the backdrop of this raw environment, the washed-black colour and chain-stitched details standing out against the mechanics' tools and automotive details.