Travis Gillett was commissioned by Levi’s to capture the essence of Western cowboy culture, blending ruggedness with a timeless sense of style. Travis chose to shoot in Santa Fe, known of it’s beautiful natural light, warm tones and the rugged terrain to compliment the texture of denim and emphasizing the authenticity of the workwear. The images utilized the vast, open landscapes, evoking a sense of freedom and connection to the land while reinforcing the brand’s heritage and durability. This series is a strong representation of Travis’s style, playing on traditional Western themes and a modern fashion sensibility, making it both nostalgic and contemporary.

See more of Travis’s work.