What began as a spec campaign became something else entirely.
Buck Mason’s clothing embodies vintage American style. So we decided to embody vintage American advertisements.
After completing this campaign, we took a chance and showed it to the team at Buck Mason.
They loved it, and bought it.
They don’t make them like they used to, but we do.
It’s because we refuse to accept what classic American clothing has become,
Where thrifting for yesterday’s relics is a eulogy,
And today’s imitations a final nail in the coffin.
We will not see vintage as the last refuge of high standards.
We will not accept a world where craftsmanship is past-tense.
It’s easy to look the part of a classic. It’s not as easy to stand the test of time.
You can’t leave a lasting imprint on the world if you can’t last a wash cycle.
We treat tradition as a compass and our craft as a crucible.
We do it so you can wear every piece like a promise:
If clothes make the person, I am made to make my mark.
THE YOUNG BUCKS
When we started Buck Mason, we sought to revive a classic way of making clothes.
Now, we want you to take our jobs. Seriously.
In a recent study, experts predict a 60% increase in harmful waste from fast fashion between 2020 and 2030. Our future depends on bringing that number down.
That’s why we at Buck Mason are ready to risk our job security with our Young Bucks program. An in-person and online workshop series, Young Bucks is geared towards educating the next generation of clothing makers and enthusiasts in the ways of making clothes that last. You’ll hear from our experts at the Buck Mason shirt mills on how they make, care for, and mend clothes. We’ll also invite guest speakers and like-minded makers of classic American clothes to discuss how they approach making timeless clothes that last.
Some might say that putting our jobs on the line is foolish. Our logic is simple: we can’t celebrate the traditions of classic American clothing if we don’t have a future.
DEAR BUCK
Good role models are hard to come by. Bad ones, on the other hand, seem to be everywhere these days.
Unfortunately, countless young men have come to see personalities like Jordan Peterson, Ben Shapiro, and Andrew Tate as mentors of modern masculinity. We think there’s another way.
Meet Buck.
He’s more than a simple namesake or style icon. Buck is a man worth aspiring to. He’s equal parts brawn and respect, as handy as he is kind. He chooses his words with care, and constantly seeks to learn. He dresses like he thinks: simply and timelessly. A type of masculinity that adds to the world.
Buck’s here to set an example, to act as an alternative to the toxic cesspool. DM him, write him an email, or send him a letter. He’ll try to answer as many as he can, but our favorites will get a typewritten response in our bi-monthly catalog and on our socials for all to learn from Buck’s teachings.
Student work completed for the Book Shop School for Ads.
CW: Conor O’Callaghan & Tim Gagnon