Spring/Summer 2024
Origin Stories: Americana
America is etched into the collective imagination through fragments of landscapes, streets, and portraits that are profoundly recognizable and evocative. Images that are warmed by blue skies and setting suns, revealing the faces and tales of those who inhabit them. These narratives form the heart of a new chapter in Origin Stories, a visual storytelling of both the small moments and grand dreams that embody the essence of Americana. Captured through photography, they are imbued with the authenticity that has always distinguished us and defines us as "The Original American Outdoor Brand".
THE ORIGINAL AMERICAN OUTDOOR BRAND
AMBER MAALOUF
Lately Amber's work has been documenting themes related to human relationships with biodiversity and empathy for all living things. To her, Americana photography is just as much about the land as it is about the people. She has a knack for making people feel at ease enough to capture intimate moments that would otherwise never be documented.
MIKE GRAY
Mike picked up a camera to change the narrative for his culture. His goal has always been to put Black people in positions of power in time periods they wouldn’t normally be in. To him, Americana in photography means capturing life around Americans authentically, from humanity to the surrounding environment. He loves spotlighting other human beings, making them feel special while collaborating on beautiful stories.
Over generations, photographers have chased the elusive perfect shot, their craft evolving alongside society. Rooted in the quest for the ideal image, photography reflects the human desire to capture fleeting moments. Similarly, for almost 200 years, we kept evolving as a brand while remaining authentic to ourselves, ensuring we always provide the perfect gear to embrace and cherish each moment fully, season after season.
The American landscape
The American landscape serves as the canvas upon which stories are painted, each vista a reflection of the rich tapestry of American life. From bustling city streets to the immense silence of deserts, every scene is imbued with the essence of Americana. As photographers like Amber Maalouf and Mike Gray capture the human experience against this backdrop, they unveil the beauty of our shared journey through time and space.
