GLCO AND HOLDEN GO TO MAMMOTH LAKES, CA

When our friends at Holden Outerwear hit us up to be a part of their Fall 2019 campaign, we were stoked. As two Venice locals who share a similar brand narrative rooted in our hometown and a commitment to creating high-quality goods that combine good design with functionality and craftsmanship, we couldn't think of a more perfect partner. We lent Holden some of our favorite frames to style out their new collection, and the result was a stunning and dramatic presentation of their latest gear alongside our frames, enhanced by the natural beauty of Mammoth Lakes, CA.

Words by Holden CMO/Producer, Arlie Carstens / Photography by Holden Photographer, Silvano Zeiter

While up at Mammoth producing our F19 brand campaign, we styled our male and female castings in GLCO eyewear. This didn’t happen by happenstance. This was a very conscious decision. When conceiving of the project, we knew we wanted to partner with a like-minded brand for our “City People on Mountain Holiday” campaign in the mountains of Southern California. Why?

Well, first, because GLCO are friends of ours. Straight-up, no spin. No marketing geek speak. We like what GLCO does and what the brand stands for. The GLCO office and retail shop are on the same street as the Holden office here in Venice. We go to the same BBQs, bars, and beaches. We surf the same breaks and ride the same backcountry hills. Our friends, families and kids all call Venice home. GLCO makes products with a similar “style + function” vibe as Holden. We like quality, community and creativity. GLCO has all that and then some.

Secondly, we love where we live. The Mammoth Lakes area is essentially our backyard. Albeit a very big backyard, we know it well. At Holden, we enjoy celebrating our surroundings. Whether it be travels near or far, we simply want folks to have unconventional adventures. Whether it be urban, alpine, or somewhere in-between, we want people to explore and do more outdoors. In the Mammoth Lakes area, there are new adventures to be had around every bend in the road.

For example, when looking for lodging for our crew and castings, we discovered a 'mom and pop'-style A-frame cabin rental business tucked deep into the woods adjacent to the resort. It was like stepping back in time to Mammoth circa-1974. Sixty-five A-frame cabins buried up to their roof lines—who knew?!!! Dogs chasing snowballs. 2AM fireside chats. Pre-dawn coffee. Ladies chopping wood on the balcony. Fellas makin’ fakin’ bacon in the kitchen. Snowfall every night and 20-feet of snow and sunny blue skies each afternoon. Whether working on the shoot or simply going to the Yodeler Inn for a drink on the sun deck, our crew never left the A-frames without our GLCO sunglasses. #truestory