Shot by Luke Gilford, we take a look at the “Season trailer” for Patrik Ervell Fall Winter 2013. Pushing the whole tech-casual thing way before it became a menswear mainstay, the video combines his futuristic, sports influenced collection with the eerie backdrop of the Redwood Forests, Santa Cruz, South of San Francisco where he grew up. “For me, it’s refreshing to see fashion video shot in a natural setting,” he describes “most people approach this fashion video format like they would a shoot. It’s just a girl walking around, which I think ends up being a bit boring. For others it’s a long-winded thing, like an art project, which I also see as a misfire.” Press play.