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Fay Archive Takes New Collection to the Pacific Northwest

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Fay Archive Takes New Collection to the Pacific Northwest

In keeping with its travel series, the brand touched down in Seattle, Beacon Rock and Hood River, meeting local workers, who wear its pieces as they go about their daily lives.

ROAD TRIP: Fay Archive, which celebrates the outerwear brand’s workwear heritage, has unveiled a new chapter and collection as part of its roving campaign format.

The brand embarked on a trip to the Pacific Northwest, touching down in Seattle, Orcas Island, Friday Harbor on San Juan Island, Beacon Rock and Hood River, photographing workers wearing its pieces as they go about their daily lives.

“These trips have allowed us to establish a clear identity and message for Fay, which are now clearly recognized,” said Michele Lupi, head of special projects at Tod’s Group, the brand’s parent.

In the latest trip, Fay’s signature 4 Ganci jacket, inspired by the American firefighter uniforms and characterized by metal-hook fastening, is tested by a range of individuals from the area, photographed by James Mollison for campaign imagery and video.

, sports a woolen version with leather details as she enters the water to tend to the oyster beds; Seattle shipyard worker Robb Lyons is seen in a gray nylon version of the outerwear piece repairing an old boat; Luca Lezzi, a craftsman and kayak builder, is outfitted in a padded vest while carving wood, and Jocelyn Akins, a wolverine researcher, wears a Fay Archive shearling jacket while installing a camera to track the mammal.



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