Matthias Allwater Co.
Agency: Freelance, Minneapolis
Creative Direction: Mike O'Malley
Long story, shortened to a portfolio caption:
A friend and former coworker of mine is a pretty obsessed fisherman. In 2015, he came to me with a business idea based on an insight he noticed about young people on long tours: they fish in surfing apparel. It's a sport with a wide audience that wants more than camouflage, but is currently only being offered clothing from traditional outdoor retailers.
And with that, Matthias Allwater was born. New designs are currently being added. Below is a taste of what will be launching in limited fishing retailers on the west coast this year.