Utah has long been a source of inspiration for Woolrich. So it made perfect sense for the US heritage brand to have photographer Ryan Willms capture its SS17 campaign against the Beehive State’s idyllic scenery. Specifically, in the town of Eden.

An escapist’s dream, Eden lives up to its namesake and it’s easy to see how it fits into Woolrich’s vision – what with its stunning rural terrain, sprawling fields, the peaceful Ogden River and an epic mountainous backdrop. But there’s another side to the location that was equally attractive for brand and Willms: a group of young international idealists have recently purchased Powder Mountain with the aim of building a town centred around innovation, entrepreneurship, arts, and altruism – a next-generation American alpine community.

As the oldest manufacturer of outdoor-wear in the United States, this combination of exploration and innovation feeds directly into Woolrich’s ethos. Take their SS17 collection – seen in this campaign – which was designed to combine elements from both environments, creating a spontaneous language built on ease and practicability.