12 hours ago | By WGSN Insider
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Pasadena-based Rising Sun & Co. Jeans heads to the desert on a story of exploration and adventure in their Fall/Winter 13 lookbook. We’re big fans of Mike Hodis’ Rising Sun & Co. label, and were pretty excited when we received their Fall/Winter 2013 lookbook through the post earlier this year. The cult label, favored among denim purists, is recognized for its authentic historic references that capture America’s golden age of craftsmanship. The latest lookbook sees founder Mike Hodis bring his vintage-inspired goods to life with the lookbook entitled “California on Bust.”
Like their previous lookbook, Hodis invites his Pasadena crew to join the session, heading over to the Mojave desert to shoot the story of an American dustbowl journey. Laid out as a personal photo album, the lookbook follows a two siblings and a friends on a road trip across the US to meet up with their estranged father. As their travels unfold a number of obstacles arise – their Model T Ford breaks down and they have to ride the rails and eventually find a ride down the home stretch. The majority of the lookbook was shot just outside the cities of Mojave and Randsburg, both of which have remnants of yesteryear that lend itself to Rising Sun’s concept and aesthetic they were trying to create. The last scene was shot at an apple orchard just north of Pasadena on a beautiful estate in Altadena. Photographer Will Keelershot the images, with production by Natalie Young and the Rising Sun team pulling together the wardrobe.
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