Founded on one man's desire to create something truly great, DEFY was born to prove that US manufacturing isn’t dead; that a small group of skilled and inspire craftspeople can make something that’s both functional, well designed, and undeniably ‘cool’.

Over the coming months, the newly named DEFY MFG.Co. will continue their drive to design and launch an ever expanding range of bags and accessories. But like the company, DEFY's mission has grown. Chris and his team are keen to develop new products that are well outside of their established range in the pursuit of further defining the DEFY brand. Nothing (well, almost) is off the table.

I've been deeply involved with this young and vibrant company. I recently spent a week at the DEFY studio in Ravenswood, Chicago, brainstorming with the team and helping to develop the new theme of "If not now, when?"

The challenge of the week was to come up with a creative way to shoot a defining collection of new brand imagery for DEFY. Images that captured the diversity of DEFY’s products and where and when they’re used. The images were photographed to be graphic, evocative and fun. 

Creative direction & design: Chris Tag
Art direction, photography & retouching: James Bareham​​​​​​​
Mascot: The Otis
DEFY Horween, Rio Latigo leather 'Defender' workcase, Horween Rio Latigo leather 'Ultimate Overnighter,' leather key chain, leather Gear Kit and Tech Tie.
'R&R Weekender' travel bag, Dopp Kit and custom leather wallet.
Cargo Hold M35 Tote bag and Gear Kit (Rio leather)



A new collection of brand imagery for the Defy MFG.Co. in Chicago who specialize in creating well designed products that are made by hand in the Read More


Creative Fields