The James Brand, renowned for its sleek, modern everyday carry (EDC) gear, has just announced an exciting new initiative: the “Be James°” series. This series is designed to shine a spotlight on individuals who don’t just push boundaries—they obliterate them. With a focus on athletes, artists, and creators who embody the spirit of adventure and self-reinvention, The James Brand aims to build a community of like-minded individuals who live boldly and inspire others to step out of their comfort zones.
The “Be James°” series is more than just a campaign; it’s a celebration of those who dare to be different. According to Dustin Aron, Director of Marketing & Sales at The James Brand, the goal of the series is to recognize and elevate the stories of people who inspire through action. “These individuals embody our brand values: they’re inspirational, action-based, and humble. We hope to inspire our community to embrace new challenges by sharing their stories,” says Aron.
Meet Arto Saari: The First Face of “Be James°”
Kicking off the series is a short film featuring Arto Saari, a former professional skateboarder who has transitioned into a career as an acclaimed photographer. Saari’s journey from skateboarding prodigy to visual storyteller is a perfect embodiment of the spirit of reinvention that “Be James°” seeks to highlight. His story is brought to life by Christopher Murphy, an award-winning Filipino-American filmmaker whose raw, authentic style adds depth and resonance to Saari’s narrative.
Murphy’s journey is also one of transformation. From documenting his friends’ skateboarding antics with a Hi8 DV camera to becoming a respected director and cinematographer, his evolution mirrors the very ethos of The James Brand. The partnership between Saari and Murphy brings together two creatives who are constantly pushing their limits, making them ideal ambassadors for this groundbreaking series.
A Series Rooted in Authenticity and Exploration
The “Be James°” series will be an ongoing project, with new features debuting monthly. These will include original short films, in-depth interviews, educational content, and hands-on experiences designed to inspire and engage The James Brand’s community. Whether you’re an adventurer, a creator, or simply someone looking for a spark to ignite your next big move, “Be James°” promises to deliver stories that will resonate on a deep, personal level.
Get Involved
For those interested in following the “Be James°” series as it unfolds, The James Brand invites you to explore these stories on their website and across their digital platforms. Additionally, pop-up events and exhibitions at The James Brand’s retail headquarters in Oceanside, CA, will offer fans a chance to engage with these stories in person.
Stay tuned for more from The James Brand as they continue to celebrate those who dare to live life on their own terms.
