We took our iconic three stripes design and turned it into a symbol, striking through anything pop culture put on a pedestal.

Each element of the campaign is a defiant statement, from the film to the photography. No status quo was safe, even the look book. We had to challenge fashion photography we had seen in the past: perfectly lit, highly retouched and in studio.

To break these conventions, we didn’t look for a fashion photographer. We approached Pieter Hugo, famed South African art photographer known for his impactful depiction of interesting characters.

By breaking the rules of pose, angle and location, our images push the boundaries of not only our own brand aesthetic, but fashion photography as a whole.

The campaign reached over 50 Million People.

400K pairs sold in a single day.

4.6 pairs sold every second.

The brands biggest launch ever.