The ’92 Nuptse was reborn for ’22—its alpine warmth turned 90s cultural icon. A symbol of confidence, a badge for the bold. For this campaign, we set out to channel the energy of early 90s NYC crews who moved through the city with attitude and purpose.

Shooting winter jackets in the middle of a New York summer meant embracing true run-and-gun chaos. To stay nimble, we worked un-tethered and adapted constantly, collaborating tightly with production to adjust on the fly. The result: a campaign charged with bold expression and a rebellious edge.