Alaskan Hardgear

Part of Duluth Trading Company’s impressive growth into a modern omnichannel retailer was the 2014 acquisition of the Alaskan Hardgear outdoor apparel brand. We’ve been there since day one, designing a new logo and identity, providing brand strategy through our Simplify><Amplify process, and creating work that lives up to the Alaskan mystique.

The inherent truth we uncovered for AKHG—Live Life Less Soft—guides the way. That means flying to shoot our campaigns in extreme conditions of Alaska, featuring local badasses and not professional models, and avoiding artifice of any kind. Alaska may be the last authentically American frontier, and we aim to reflect that spirit in everything we do for AKHG.