Stockholm Surfboard Club

Aug 2025

Stockholm Surfboard Club masters the art of subversion with their Fall 2025 ad campaign, a visual narrative that effortlessly bridges the gap between coastal heritage and gritty urban realism. Under the creative direction of Manne Glad and with the keen photographic eye of Alex Knost, the campaign leans into an unconventional editorial aesthetic that feels both nostalgic and distinctly modern. By utilizing a collage-like approach featuring life-sized cardboard cutouts placed in jarring, mundane settings—from highway overpasses to sun-drenched suburban interiors—the project challenges traditional streetwear tropes. This surreal, multi-layered visual language is amplified by a deliberate lo-fi sensibility, incorporating techniques like double exposure and analogue 35mm film shots that ground the collection in a raw, documentary reality. The interplay between these printed figures and their surrounding landscapes creates a cinematic tension that feels deeply rooted in the brand's California origins. Art directed by Karl Bolander, the imagery moves beyond standard lookbook conventions, favoring a narrative flow that treats clothing as part of a larger, lived-in environment. Whether it is a flat figure standing against lush foliage or a candid, date-stamped moment near a storm drain, the campaign remains anchored in natural light, allowing the collection to breathe. It is an evocative study in juxtaposition, successfully blending streetwear, high-fashion sensibilities, and the quiet, surreal echoes of daily life.

Lifestyle, Lifestyle, Lifestyle

Natural light, Natural light

Streetwear, Streetwear, Fashion, Fashion