Work and the Rest of It

FALL / WINTER 2025 SEASONAL CAMPAIGN | DULUTH TRADING CO

Fall isn’t a slowdown — it’s a shift. “Work and the Rest of It” reframed the season as dual-purpose living, positioning Duluth gear as built for both productivity and pause. The objective was to elevate core product innovation while introducing fresh energy for FW25, reinforcing durability, versatility and performance in a way that resonated with both loyal customers and new audiences.

GOAL

Reinforce Duluth’s reputation for well-made, innovative gear

Showcase core technical features to attract new customers

Drive perceived value through durability and longevity messaging

Generate excitement around new seasonal products and patterns

SCOPE

Seasonal campaign visual direction and content capture

Art direction across digital and print touchpoints

Creative execution for e-commerce, paid and social channels

Cross-functional collaboration with merchandising and marketing teams

back to work
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