In our business there are two types of lookbooks. One style is very produced, when we pick a location, usually a photo studio, invite a breadth of models, a photographer and stylists in order to dial in consistent looks. Often times this is an all day affair involving a pizza delivery, iPod playlists, a tethered computer running Adobe Lightroom and hours of hard work at one site. The other type of lookbook shoot, is much more free form. We take a handful of friends out into a natural environment and catch them in more candid moments. This requires the same level of planning but much less production, letting surroundings and at hand demeanors carry the mood. The last two lookbooks we have shot have followed this more relaxed, guerilla photography style and we must say we prefer it over the stuffy studio approach. Although we will continue to oscillate between these two types of lookbooks in coming seasons to keep our previews fresh, this summer’s more verite tactic is exciting to us. It reminds us of shooting urban skiing/snowboarding when half the fun is scouting unique locations and aesthetically powerful sites at which to shoot.

This spring, our video cameras were side by side with the photographers who captured the still images of our lookbook that released over a month ago.

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