Dagger – All The Best

For DAGGER’s ALL THE BEST campaign, released exclusively at Dover Street Market Paris, we developed a visual concept inspired by the personal memories of the brand’s founder, Luke Rainey, and the distressed magazine posters of his youth, featuring iconic punk bands and skateboarding legends. Drawing from the raw, imperfect aesthetic of the early 2000s, we created a series of images that embrace the nostalgia of youth culture while reflecting DAGGER’s distinctly rebellious identity. Balancing a sense of melancholy with a contemporary attitude, the campaign reinterprets these familiar visual references through a gritty, deliberately unpolished aesthetic, creating something rooted in the past yet firmly connected to the present.