Duluth Trading Co‘s tough-as-nails “Superior Workwear” is designed to keep you warm in the coldest of working conditions, while enabling breathability and freedom of movement. I contributed to art-direction and design work for the October catalog launch of Superior Workwear. To hyperbolize Superior’s capabilities we pit it against the wildest of winter’s beasts—the fearless, merciless polar bear. This has become one of Duluth Trading Co’s “most acclaimed cover’s ever” and the Superior polar bear has developed into somewhat of a DTC icon. Special thanks to Rick Kollath for his cover illustration and interior product illustration.
Dave Kriebel is one of the most imaginative, energetic creative people I’ve ever worked with. He did great things at Duluth Trading, including come up with one of the company’s most acclaimed covers ever – a man grappling with a polar bear! He’s got all the requisite design skills, plus a special spark that sets him apart from others. You’ll love working with him.
Al Shackelford, former Creative Director at Lands’ End and Duluth Trading Company