HURLEY X CARHARTT
Two storied brands. One instantly iconic collection.
In 2019, Hurley and Carhartt united forces to create the most functional, durable and lightweight product made to outwork the water. We partnered with the masters of workwear for a four season collaboration with unique collections dropping every 3 months. We launched the campaign with a video introduction of the two brands highlighting their heritage, ethos and outlining the design philosophy behind the collection. At the same time we released a zine which helped deepen the story and highlighted Season One’s product collection.
To bring these products stories to life we casted a group of people, all from diverse backgrounds with a common thread of love for the ocean and acquire unique craftsmanship.
My Role in this project: Creative Director
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THE ZINE
This is the Zine which helped deepen the story and highlighted Season One’s product collection.
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SEASON 01 MEN'S
Featuring: Matt Becker – He’s a commercial fisherman and big wave surfer. We documented a day in a life with him out in the Channel Islands to best tell his story and show the product functionality.
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SEASON 01 WOMEN'S
Featuring: Summer Rudas – She’s an aspiring actress, singer and surfer. We documented a day in a life with her at her home and local surf spot to best tell her story and show the product functionality.
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SEASON 02 MEN'S
“I get a lot of joy from paddling out in the water and seeing one of my friends on a board we just built. To see someone connecting with something that I helped provide for them? That’s what it’s about.” – Ryan Lovelace, renowned shaper. ⠀
In Santa Barbara, Lovelace uses the backdrop of long waves and experimental waveriders to build some of the most fun water-toys on the planet.
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SEASON 02 WOMEN'S
“Making documentary film is like being a sculptor, and your sculpture is running away from you. You’re trying to hone in the story and shape it and keep it spinning, all the while it’s constantly trying to fall off kilter.” – filmmaker and surfer, Devyn Bisson.
At only 27, Devyn has created multiple breathtaking films that hero those who forge their own path in and around the water. Her latest project? Bringing to life the story of the Japanese Ama, or sea women, who dedicate their life to the ancient tradition of abalone diving.
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SEASON 03 MEN'S
“Carhartt is about durability, and we come to the table with things like lightweight stretch and performance. The challenge for us is to design something that captures both.” – Andrew Atkinson, Hurley Global Design Director.
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SEASON 03 WOMEN'S
Featuring: Margaux Herron
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SEASON 04 MEN'S
“Do what you love and help along the way.” -Jon Rose
For our last wave of Hurley X Carhartt we teamed up with Surf and Humanitarian, Jon Rose to put the our most innovative product of the year long collection to the test. A durable, lightweight waterproof shell jacket.
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SEASON 04 WOMEN'S
“Shaping and surfing are the two places where my creative side gets to test the limits.” –Rachael Tilly.
For our last wave of Hurley X Carhartt we teamed up with Women’s Longboard World Champion, Rachael Tilly to put the gear to the test.
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SOCIAL MEDIA CONTENT
