PNW Wood Butchers - Tactics foray into ‘workwear’ - possibly the most important aesthetic category within skateboarding

The problem:

Stolen Valor. How can we, a skateboard store of entitled malcontents, authentically produce a collection of high-quality workwear?

The solution:

I created the following collection of work/skatewear garments with familiar heritage-inspired branding. However, the copywriting and imagery is a bit tongue-in-cheek, suggesting to the consumer that we know that we are not an authentic blue-collar brand. That, yes, we know this is on the edge of being corny.

Pieces feature ‘easter-egg’ imagery of various hand tools - sledge hammer, saw, bent nails and humorous slogans while looking “classic.”

This collection was very successful and grew to be about 30% of our seasonal product collection.