Getting acquainted with Lifetime Collective

Lifetime Collective is a label you need to know about right now–and although they have been around for ten years, it appears I have been living under a rock, as this is the first I have heard of them.

But I’m pleased to have finally been introduced–better late than never, I’m told.

The label was created in 2002 by Reid Stewart and Trevor Fleming, an “international brotherhood of free thinkers,” in Vancouver, British Columbia, according to their website. Focused heavily on natural landscapes and the elements, the label exudes a sense of grit combined with softness and comfort that appeals to the tough guy or girl, and even the hardest to please.

“Incorporating rich earth tones of burgundy and rust with vibrant shades of blue and green, each piece is built with a vista of autumn in mind,” Lifetime Collective said in a release. In other words, the fall collection calls to the drifter in all of us.

The brand carries both a men’s and women’s collection, and for this fall the collections include bonded cotton twill jackets, heather stripe jerseys, twill flannels, cargo pants, and classic chinos–it’s “the ultimate foundation for the winter months ahead,” Lifetime Collective said.

The video below for the fall collection was filmed in Reykjavik, Iceland, and portrays a dream-like, passionate story, infused with the many sights, sounds, and colors of the icy tundra. The video is so beautiful and deep, you forget they are trying to sell clothes.

To learn more about the brand and to get your own garments of this truly great find, click here.

From this point forward, I will definitely be keeping a close eye on the label. That is a promise.

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Lifetime Collective FW12 from Salazar on Vimeo.