IC3 Collection

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The brief

The Haglöfs IC3 collection was collaboration with outdoor lifestyle and performance design pathfinders, Piers Thomas and Nigel Cabourn. The collection was inspired by the brand’s past but wasn’t a vintage collection, but rather ‘retro-future’ design. Our brief was to put together a shoot, video and PR package to promote the collection.

How we did it

We shot the collection in and around an abandoned factory that had been reclaimed by the surrounding forest. We liked the visual reference to the archival inspiration in the collection and the idea that some things disappear while others remain. With Haglöfs being a brand so committed to sustainability as well, we liked the idea of nature encroaching on the built environment, when for decades, if not centuries, the trend has been in the other direction.

(c) Proper Group 2022