To the Ranch.
Continuing to reimagine American heritage pieces, youthful outfit BTFL have tapped tastemaker Justin Boone to model in their new Fall/Winter 2024 campaign.
Shot at the same ranch used in hit Western TV show Yellowstone (2018), BTFL’s FW24 campaign looks further into the stories of some of the brand’s most cherished pieces, with the assemblage of collective tales providing a platform for the brand to build upon for this new season. From a wool Pendleton shirt gifted by a visited uncle and his dad’s Scottish Barbour jacket to some cowboy boots acquired from New Mexico, BTFL designer Alejandro Rodriguez channelled his younger days to lay out this new creative vision in all of its glory, with these pieces having shifted his perspective on designing altogether.
“Sure, color stories and line plans matter, but it’s the pieces that feel lived-in and familiar that truly resonate. They make us feel our best. That’s the feeling I wanted to capture with this collection—because when we feel great, we do great, and in the process, we create new stories—stories that one day, our wrinkles, fades, and tears will tell for us.”
PHOTO CREDIT: BTFL/Tomasa Calva
