Thru Dark

“We can’t solve problems with the same mind we had when we caused them” - Albert Einstein

We have been degenerating our planet, land and oceans arguably for the past 10,000 years. Degeneration means that over time we will produce less and less. In fact, historical evidence suggests that most human cultures have been living with degenerative expectations. For example, for us to produce our food we expect to degrade the land over time. Therefore reducing biodiversity, decimating the soil and contributing to global warming.

To sustain the level we are at now, to maintain this degraded state doesn’t really make sense. We need to regenerate and then we can be “sustainable”. We want to regenerate, to increase abundance. There is more carbon in the soil than there is in the atmosphere and biosphere combined and with healthy soil we can significantly impact how many billions of tons of carbon can be sequestered and put to good use in the ground. Respecting the earth in this way means to care for the organism as a whole, which of course we humans are part of.

Food can and should be a solution. When it comes to how we grow, harvest and produce food, we can practice methods that enhance our land, water and wildlife. Not to mention benefiting the nutritional value of our food, which has always been and must continue to be our medicine for vitality.

This is a story of amazing humans who’s regenerative practices are making life more abundant for all.

Joined by a crew of former UK special forces, the brief was to create a short promotional video showcasing the new line of winter apparel. Roaming the snowy mountains of Hokkaido, Japan, we set off to some unique and technical locations to test and shoot the gear. With the main focus on winter snow sports, we embarked on backcountry ski missions during the day and night scouting for fresh lines and deep powder. We made our way towards the coast to enable a descent to the ocean, the team put the gear to the test. Conditions were challenging at times with high winds, cold temperatures and plenty of snow. Thankfully the Thru Dark gear did a great job in keeping everyone safe from the elements.

*Images are screen grabs



Thru Dark


February 2020