Feel The Roar: Bringing Schott NYC Back to the Open Road
Schott NYC was born for the open road. But over the years, the rebel edge faded. The jackets were still iconic, but the brand had drifted—more luxury collectible than symbol of freedom. I created Feel the Roar to help bring it back.
We started with a manifesto, stitched into the lining of a custom Schott jacket. Not for show, but to be worn, lived in, and earned. From there, we built a campaign rooted in motion—black-and-white photography, defiant voice, and an advertising campaign that celebrated the spirit Schott was built on: bold, gritty, and unapologetically free.
“Because in the end, you won’t remember the time you spent working in an office or mowing your lawn. Climb that goddamn mountain”
- Jack Kerouac.
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Manifesto - The Roar Of The Open Road
We are Schott - an inferno of leather and rebellion stitched together by the calloused hands that forged the American backbone. We dare to forge our own path and stand tall on the shoulders of those who came before us, Dean, Brando, and Kerouac, those eternal icons who dared to dream big.
We ride the wild highways of America, our jackets flapping in the wind, symbols of our relentless quest for perfection.
Schott NYC is more than a brand; it's a battle cry, a declaration against the ordinary, the mundane, and the commonplace. In every cut, thread, and stitch, we carry the spirit of defiance and the legacy of rebellion.
Here's to the wild ones, the rebels, the renegades, the dreamers. Wear your jacket with pride, passion, and the untamed spirit of a thousand stampeding thoroughbreds.
We are Schott, and We Are The Roar of the open road, the unyielding force of the American Dream.
The Manifesto Jacket
The best part of creating this manifesto? Sewing it into the lining of my own Schott Perfecto jacket.
That lining isn’t just fabric—it’s a statement. A constant, unspoken reminder of Schott’s ethos, forging an unbreakable bond between the wearer and the legend they’re stepping into.
Social Media
Black-and-white photography amplifies the brand’s heritage while creating a raw, high-impact aesthetic that cuts through the noise.