When I got the call to be the Thorogood photographer for the launch of their new apparel line, I knew it was going to be a full week of throwing sparks, burning wood and tossing whiskeys. Thorogood Boots is a brand with deep roots in American craftsmanship, known for producing some of the toughest work boots on the market. Now, they are expanding into workwear, and it was my job to visually narrate this exciting new chapter. Being recognized as a workwear photographer, I understood the importance of capturing the grit, durability, and timeless style that both the boots and apparel represent.
SETTING THE STAGE FOR THE SHOOT
Before diving into the photography, I spent time with the Thorogood team to get a feel for their brand’s ethos. Thorogood Boots isn’t just a company; it’s an institution built on quality and resilience since 1892. The new apparel line had to echo this legacy. As the Thorogood photographer for this campaign, my role was to ensure the apparel felt like a natural extension of their boots—rugged, reliable, and stylish.
In the world of workwear photography, authenticity is key. We wanted the apparel to speak to the brand’s loyal customers and attract new audiences who value both function and form. Together, we crafted a visual narrative that would convey the ruggedness of the Thorogood brand with a modern twist.
FINDING THE PERFECT LOCATION FOR A WORKWEAR PHOTOSHOOT
In workwear photography, location is everything. To capture the rugged spirit of Thorogood Boots’ new apparel line, we needed a setting that embodied strength and authenticity. We chose a contemporary wood shop with solid textures, machinery, hard working individuals and cool light. We also worked our way into a classic Austin, TX, location: The Austin Speed Shop. This location doesn’t need much of an introduction, other than, they refurbish and build amazing cars and trucks. And lastly, we squeezed our way into Nickel City bar. These locations mirrored the raw and unrefined qualities of Thorogood, setting the perfect stage for the shoot.
As any seasoned workwear photographer will tell you, lighting is crucial, especially when working outdoors. We scheduled the shoot around the golden hours to make the most of the natural light, and when shooting inside, we ran strobes. The early morning and late afternoon sun provided a warm, soft light that enhanced the textures of the apparel and scenes. The interplay of light and shadow in this gritty environment added depth to our images, highlighting the apparel’s rugged appeal.
THE SHOOT: SHOWCASING RUGGEDNESS AND MODERN STYLE
The shoot day was non-stop. As the Thorogood photographer, I directed models dressed in the new apparel line to reflect the Thorogood lifestyle. The clothing included flannel shirts, rugged jackets, and durable jeans, all designed to complement the iconic boots.
To capture the essence of workwear photography, I aimed to photograph the apparel in action. The models were not just posing; they were embodying the lifestyle of the Thorogood customer. They moved through the industrial site, interacted with the rugged environment, and showed how the apparel could withstand the test of both style and functionality.
Thorogood Boots have always been a focal point, so it was essential to show how seamlessly the new apparel complemented the footwear. Through dynamic shots, we highlighted the synergy between the clothing and the boots, showing how they work together to create a cohesive look. This approach is key in workwear photography—demonstrating how the product fits into real-world scenarios.
CAPTURING THE DETAILS: CRAFTSMANSHIP THROUGH THE LENSS
One of the most critical aspects of being the Thorogood photographer is highlighting the craftsmanship that the brand is known for: not just workwear, but fashion. Thorogood makes good looking flannels, shirts and sweatshirts. Men don’t just wear their clothes to work, but also the bar. And it needs to look good, as well as being functional. I focused on how the jeans cuffed over the boots, how the jacket moved as the model leaned against a brick wall, and how the flannel shirt fit under the canvas jacket. These nuances might seem minor, but they create a narrative that allows customers to envision themselves wearing the apparel.
POST-PRODUCTION: ENHANCING THE THOROGOOD EXPERIENCE
The post-production phase was about refining the images to align with Thorogood’s brand without losing the rugged authenticity that defines workwear photography. I went pretty heavy on the color grading to bring out the rich textures of the apparel and the industrial backdrop. The goal was to give the images a modern yet gritty feel, balancing the brand’s heritage with a contemporary edge, while also holding the true colors of the clothing.
THE REVEAL: A COHESIVE BRAND NARRATIVE
When the photos were unveiled as part of Thorogood Boots’ apparel launch, they were more than just images; they told a story. As the Thorogood photographer for this historic launch, I was thrilled to see how the campaign resonated with both longtime fans and newcomers to the brand. The photos showcased a seamless blend of ruggedness and modern style, positioning the new apparel as a natural addition to the Thorogood lineup.
Working as the Thorogood photographer for this apparel line launch was an exhilarating journey. It wasn’t just about taking pictures; it was about capturing the spirit of a brand that has stood the test of time and is now evolving. Through the lens of a workwear photographer, I had the privilege of telling a story of craftsmanship, durability, and the seamless expansion of a legacy brand.
Take a look at their socials and website for the full scope of work in use.:
https://www.instagram.com/thorogood_usa/
https://thorogoodworkwear.com/
