ounded in 2002 by myself and Reid Stewart , beneath a buzzing light bulb in a dingy basement suite, The Lifetime Collective™ began as a collaborative group of artists and friends. With clothing as the main focus, the brand was inspired by the communities we lived in, the places we travelled, and the curious characters that surrounded us. It was a family-spirited operation receptive to ideas that are shifting and paths that are twisting.
More than a “brand of lifestyle,” Lifetime was defined by the changes that occurred and the creative ways we adapted. In fact, the theme of Lifetime should have been, “a work in progress,” as it was ever-changing and far from finished, a dream that was continually evolving.
Lifetime Collective Fall / Winter 2012
For this season of Lifetime I sourced colour theory and inspirational storyboarding from Iceland. When It came time to produce the campaign we flew to Iceland. Spanning a 5 day trip we shot out two full seasonal campaigns including two videos.
One of which can be viewed at the bottom of this page and the other can be found here in my videos section
- Photography: Jeff Lee Petry
- Art Direction: Trevor Fleming
- Stylist: Mila Franovic
- Layout/Design: Trevor Fleming
I also designed much of the collection shown in the above campaign, you can view my designs here in my Apparel section
In addition to that I also co-developed a promotional video for the season that can be seen here
