Heavy Soul

Workwear, made in USA denim, and the concept of updated heritage underpins the Blue Bell premium line. Each season Blue Bell links up with an American artist and this season we collaborated with the sculptor and motorcycle collector Jeff Decker. His base in Springville, Utah provided the backdrop for this season’s images: the foundry where he transforms porcelain casts to bronze sculptures, his collection of remarkable motorcycles and the salt flats where he rides for inspiration. Take the sun scorched salt deserts at sunset, add motorbikes, molten bronze and an incredible model, and the result was an intense cinematic shoot that pushed denim to its limits.
Concept, art direction, production, casting and location scouting. Photography by Boo George, styling by Jamie Stewart.

Related project
Design - Wrangler Blue Bell / SS12