I fell in love with this brand because it's not just a label. It's a culture of the American spirit, perhaps the last emblem of what America was built on, inclusion diversity, grit and passion. One common goal and a sense of belonging to those who don't want to tow the line of banal convention. Where your individuality is celebrated not treated like an oddity. You just get to unleash your real self. It's been one of my most challenging and fun shoots to date.