Highly Capable Clothing.

Crafted for women who like to get their hands dirty, this is workwear that keeps up.

Duluth’s first foray into live action TV set out to depict capable clothing in all its hardworking glory, as a kind of sidekick for women on a mission.

Doll, shown first, is about a woman redefining herself on her own terms, undermining past cliches. Stories is a meditation on adventure and companionship (with a shirt). They were both shot on Duluth ambassador Nora’s family ranch in the Wallowa Valley, Oregon.

A series of innovative new Duluth products shifted the next series of ads more towards the men’s brand, with the adoption of the “Average Product vs. Duluth Product” ad model. The connective tissue with the men’s brand allowed the ads leeway to overemphasize average shirt qualms with sound effects and quick editing, creating a momentary symmetry between the two brands.

As in previous ads, these women aren’t professional models or actors. They’re moms, farmers, landscape architects, artists, woodworkers — depicted doing what they actually do.

As the brand has continued to evolve, Duluth’s ambassadors have grown to play a more vital role, with their work, lives and creative processes depicted across all channels. The print catalog was redesigned to accommodate more storytelling and shift the aesthetic towards the hands-on / DIY vibe of their ambassadors.

For the first time, each catalog focused primarily on one ambassador’s story, with a hefty editorial section at the start of each book. Being able to focus so much storytelling on one woman led to the decision to put her name on the front cover, alongside the other ways she describes herself.

Storytelling was further incorporated into Duluth’s ecomm website, and ambassador content integrated into social channels in cross-posts and promoted videos.