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, our brand was inspired by the communities they live in, the places we travel to, and the curious characters that surround 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 occur and the creative ways we adapt. In fact, the theme of Lifetime should have been, “a work in progress,” as it was ever-changing and far from finished, a dream never fully realized.
Lifetimes FW12 promotional video
Like always with the lifetime seasonal campaign production we set out to film a short video helping express the collection in a much richer format.
Co-created by myself and Salazar film, the story takes place a thousand (or so) miles from home, in Iceland, land of the never-ending night sky. A couple searches for warmth and light on an endless journey through a city and it's countryside.Driving tirelessly through darkness in search of perfect daylight, only to watch it fade to orange and slip away again. We searched and discovered new ways to befriend this wonderful place, danced blind and drunk on the snowy streets of Reykjavik. We collaborated on the score with our friend and newest member of the collective Edo Van Breemen, who collected snippets of sound and lyrics from the landscape, transforming the entire journey into a recording studio. We worked together, played together, ate together, and (somehow) returned home together.
- Location: Iceland
- Directed by: Salazar/Trevor Fleming
- Styled by: Mila Franovic
- Score by: Edo Van Breemen (Resorts)
- Cast: Edo Van Breemen, Katie Swinwood
- Executive Producer: Trevor Fleming
I also designed much of the collection you see featured in the video, my collection can be viewed here in my Apparel design section.
At the same time I also directed the photoshoot portion of this seasonal campaign that can be viewed here in my Lifestyle section.
