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 continue to be deeply involved with this young and vibrant company. I recently spent a week at the DEFY studio in Ravenswood, Chicago, IL, brainstorming with the team and helping to develop the new theme of ‘If Not Now, When?’
But the real 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 variety of where and when they’re used. The images were created to be graphic, evocative and fun. Who but DEFY would have a fresh can of beer next to a gym bag and weights?
Creative Direction & Design: Chris Tag
Creative Direction, Photography and Retouching: James Bareham
Retouching: The New Cruelty
Mascot: The Otis