Duluth Trading Co.

Alaskan Hardgear

Duluth Trading Co. acquired Alaskan Hardgear in 2014 and by 2017, it was due for some brand love. Planet was tasked with strategy work to help position the brand both against its own Men’s brand and competitors in the space. After that strategic exercise, and developing a brand POV and aesthetic, we began shooting authentic, badass dudes in various cities around Alaska with the help of award-winning Nat Geo photographer, Corey Arnold. Planet consulted Duluth on how best to implement these images and associated typography across all of their touchpoints—including retail, catalog, social, and digital.