Artware Industry : the 25 year campaign for the REDSKINS label, campaign motifs for JEREMIAH and exhibitor at the UPdate 10 in Frankfurt

Armed with little more than his childhood dreams and a couple of dollars in his pocket, Frenchman Serge Aboujedid founded his REDSKINS label in 1984, initially together with Michel Szynkier.

The small family business quickly became an absolute must in the international fashion and leather scenes.

For over 25 years, the Redskins brand has been staying true to its vision of America, made up of Rock ‘n’ Roll, Route 66, the vastness of the West and the dangerously alluring freedom promised by its big cities.

The campaign to mark the 25th anniversary celebrations was of course photographed in New York, the city that never sleeps and where almost every dream comes true.

The campaign centres on immigrant families that came to the country many generations ago to claim the freedom they craved and lead self-confident lives.

And how by passing their family businesses down from generation to generation, they managed to uphold their sometimes bizarre, sometimes envy-inducing family values in the 21st Century.

Photographer Thierry LE GOUÈS visited these magical New York locations and its inhabitants and shot the campaign in a wonderful mixture of black and white reportage and fashion photography.

The youngest generations were of course wearing the classic designs by Redskin – both for men and women.

The BangBang agency provided the Rock ‘n’ Roll and unique print forms in keeping with the brand image, to accompany the campaign.

Rachel BANK also photographed the JEREMIAH campaign in the States. GoSee presents the results.

Rachel works for magazines such as Surface, Big Magazine, Purple, Flaunt, Jane and Oyster.

Besides Jeremiah , her commercial clients include Hengst NYC, Levi's Red and Cube Japan.

Artware Industry, Paris is looking forward to presenting its artists portfolios in person to visitors at the UPdate in Frankfurt.