Filson
Filson is the original gold rush outfitter, supplying outdoorsmen and women with overbuilt clothing for 125 years. The brand's product photography went virtually unchanged since the 1990s, but after acquisition by private equity, the outdated images needed modernization. Using historic references where possible, more than 250 SKUs were styled and photographed.
Early 1900s catalog illustration of the patented Cruising Shirt
The final styled, photographed Cruising Shirt
The final styled, photographed Cruising Shirt
Light and detail
Filson manufactures products that last a lifetime, so it’s important to highlight the overbuilt details and aging process of the garments and accessories. Soft, angled, and natural light showcases the heavyweight materials and deep earthy color.
Styling
At the time of acquisition, catalog and e-commerce sales accounted for the largest percentage of the brand’s revenue. Both demand high-quality imagery. Multiple angles of each product, meticulously styled, have enhanced the shopping experience for the Filson customer by leaving nothing to the imagination — what you see is what arrives on your doorstep.
Lead Art Director: Danny Harmon
Creative Director: Maurizio Donadi
All images © Filson