Western & Wear

Dustwell makes denim, work shirts and canvas jackets for ranch hands in west Texas. The brand had good clothes and no pictures of anyone wearing them, so its new season needed a campaign.

We filmed a rancher on a frontier street at golden hour, moving in until his face fills the frame. A second film shows a man in a long coat and wide hat on a dusty desert road, a white church far behind him. Stills of red desert hills close the set.

The films run on the Dustwell website and in its two stores, and the hills became the backdrop of the new lookbook.