Penfield Takes Us On An Epic West Coast Road Trip For Its AW22 Collection Campaign
This autumn, Penfield showcases the new season by making an east-to-west expedition across the US. The journey takes us around some of the most iconic landscapes in the country and illustrates the unmistakable roots Penfield has as an authentic American outdoor brand.
We follow a group of five friends as they pack light and travel far, loading their bikes with supplies and cameras. For four nights they document the friendship and fun of escapism from the busy lives we all live. Each of them is kitted out in three of the seasons key product drops (from August to September) as we travel 800 miles cross-country, living in tents and on camp stoves, with sunrises and sunsets, drinking rye under the stars. An unforgettable trip most of us can only dream of, but with it a clear message; we are to be humbled by the variety and scale of the great outdoors, and that we are responsible for so much in this fragile world.
Our first port of call is El Mirage, an area of salt flats 4.5 hours out of Los Angeles. This vast open space brings to life the first drop story, ‘Small People in Big Space’. Here there are no rules, but limitless sky, and with the remoteness comes an opportunity to clear and reset the mind. The collection consists of the kind of durable clothing that is needed for the extreme weather conditions found in such places; from blanket striped and checked overshirts to signature down layering.
We then visit the deep Alabama hills for the second drop story, ‘Our Right to Roam’. The bags are packed with the essentials and the group seek out the perfect spot to live off grid for short while. There is a simple plan; find somewhere safe and away from the wind to watch the sunset. The group settles by the Great Mount Whitney, which dominates the sky line as the friends pitch tents, drink beer and cook on the camp fire.
The final stop on our destination is the far west of America. The serenity of a far away, open space in the morning is the setting for the third drop of the season, ‘Out There and Back’. It’s not about being antisocial, it’s about being pro solitude. The group watches the sunrise over the remote landscape, giving them time for reflection and a huge appreciation, not only of time well-spent with friends, but thankful for a deeper understanding of the hugeness and fragility of nature.
The brand partnered with Here Studio and Workingholiday Studio for production and travelled with the talented photographer Carlos Gil who kept the film rolling throughout. The first drop of the collection is available as of August, from www.penfield.com
Penfield Brand Director, Tom Duncan said of the campaign, “The brand has a 50-yearlegacy of a life in the open, this season continues to add to that by telling a true story of the American outdoors”
For more information, imagery or to call in samples email peter@sixteenelevenconsultancy.com. For marketing queries email gina.digregorio@brandmachinegroup.com