In 2007, it wasn’t about belts. It wasn’t about selling. It was about reinvention. About doing something the industry didn’t see coming. This campaign isn’t just a image. It’s a moment. A map of the journey. Simple. Honest. For anyone discovering the brand today, it gives context. Not just belts. Where it started. What it became. The bigger story. It’s about more than products. It’s about vision. Persistence. The journey itself.
Starting with no money. No team. No fashion experience. Working full-time as a golf pro. Had an idea. Had a belt. Called a friend. Also a golf pro. Asked him to get in front of the camera. Brief: “I don’t sell clothes. No clothes. Wear just the belt.” Two guys. Zero studio. Zero budget. Pure belief. Pure instinct. Arm out. Reaching. Pointing to the journey ahead. Everything the image was meant to say.
Almost 20 years later, the brand is stronger. The vision is clearer. The community is growing. The product is better. But that photo still says everything. It deserves to be back. 18 years later. Because it shows exactly where it all began.
