Return to Eden

In a corner of Utah, we find a group of pioneers who, in the footsteps of their Mormon predecessors, share the idea of building a new community: they are the perfect protagonists for the campaign and the best performers of a collection which, like Jeff, Michael and Andrea, finds itself at home here. Far away from Paradise, but close to Eden.

This remote corner of Utah is the setting of Woolrich’s ADV Spring/Summer 2017 campaign, shot by Ryan Willms. It is the second stop in the brands personal road-trip, the first of which took place in the snowy surroundings of the Woolrich Mill in Pennsylvania, shot by Jackie Nickerson.

This Return to Eden is not only symbolic: Eden is the name of the small town north of Salt Lake City with a population of just over 1000 and not one traffic light, where the campaign was shot. Today, after more than two centuries, this place is once again a promised land to a new wave of philanthropists, entrepreneurs and young dreamers who are using it as the starting point to re-think the concept of small town America. The campaign therefore tells the story of diverse yet complementary identities, united by the narrative structure offered by the setting and by the iconic Woolrich Spring/Summer 2017 collection. Each garment speaks the story of each protagonist, foisting forward each one’s individuality, starting with Jeff Rosenthal, co-founder of the Summit Powder Mountain project, sporting the camouflage print Rudder Jacket, the quintessential symbol of adaptability.

The Parsons School of Design graduate and designer, Andrea Westerlind, collaborates with Rosenthal on projects with various brands. The goal is that of transporting outdoor apparel outside its usual boundaries. One example is the Prescott Reversible Parka, a limited-edition jacket which blends Woolrich’s technical ingenuity with Provencal textile traditions.
Pete Rasmussen and his wife Kati Graney own the organic Sandhill Farms in the Wasaatch Mountains. The farm grows kale, carrots, chard and dozens of different varieties of garlic. Pete is also a photographer and video-maker and organizes workshops and courses for locals, adding to the sense of community that exists here.

Brothers Sam and Michael Arthur, moved to Utah from California. They share a common goal, with different modus operandi. Sam is the is the creative director of Summit Powder Mountain, in charge of branding and interior and architectural design. Together with his brother, who is specialized in motocross, he launched the Hideout Riders Club, where they take aspiring riders through the surrounding valleys, mountains and to Michael’s store specialized in vintage Hodaka motorcycles. They explain “the objective of the club is to teach members of the community how to face their fears and break boundaries. The motocross bike is joy, distilled on two wheels.”They chose to live the experience wearing another emblem of the American pioneer spirit: the GTX Mountain Jacket, the modern-day descendant of the first Gore-Tex® Mountain Jacket.