Mack Weldon: WARMKNIT

Our WARMKNIT collection expanded from a limited collection of waffle texture tees and henleys, to a much more complete offering including luxurious wool sweaters, technical outerwear, and elevated flannel shirts all unified by one defining attribute: lightweight warmth. We recognized the opportunity to contribute to our larger brand story of making guys comfortable anywhere with this new collection. Where better to demonstrate the style and comfort of the collection than in Iceland?

We partnered with Heiðar Logi, Iceland’s first ever professional surfer, to tell the story of staying warm and comfortable throughout a day surfing in Iceland’s frigid waters, and everything that comes before and after. This was more than just a product storytelling moment, it was an opportunity for us to continue building our editorial and lifestyle point of view as a brand.

We created a wide range of campaign content including dedicated TikTok and BTS footage, as well as capturing the vast beauty of Iceland as the perfect setting for the collection. Partnering with Heiðar opened the brand up to a completely new audience - leading to a successful launch of the expanded collection.