Giant’s Causeway is one of the craziest geological formations on planet Earth. Originally formed by ancient volcanic activity, molten lava cooled and cracked to create what have gone on to become the most Instagrammed hexagons in the world.
The Causeway attracts hundreds of thousands of visitors to Northern Ireland each year. And as of this year, part of that number was SEVENSTORE – who took ON running to the fairy-tale landscape to capture some of our favourite imagery we’ve seen in a long time.
And a large part of the reason that makes the visuals so good – aside from Giant’s Causeway’s sheer natural beauty – is the tension of it all. Giant’s Causeway is a place rooted in folklore and myth; according to legend, the formations were built by the Irish giant Finn McCool as a bridge across the Irish Sea. There’s an ancientness, otherworldliness to the landscape that feels untouched by time.
So to see ON there, photographed in all of its performance-oriented, reflective, lightweight glory, feels incredibly striking. A brand built around movement and pace placed against one of the oldest & mythical environments in the British Isles.
Now we can’t comment on how well ON would’ve performed actually running along the slick basalt of Giant’s Causeway, but visually it performs outstandingly well. Grey and white technical apparel mirror the sea foam kicked up by the Irish Sea, and reflect in the puddles spilt upon the wet hexagons.
On foot, SEVENSTORE have opted for the Cloudtilt Remix, Cloudzone Moon and Cloudhorizon 2, all in monochrome palettes with hits of green sock liners and beige gumsoles interacting with the sparse shoots of life appearing between the rock.
Then there’s the styling – which looks as though a group of alien invaders, hailing from a planet where technical outdoor gear is currency, landed on the Northern Irish coastline to begin their takeover of Earth. Vests strapped tight. Hoods pulled high. Jackets wrapped across the body like tactical webbing.
ON’s apparel and footwear barely appear as clothing at all. Instead, they resemble protective armour: the kind of uniform you’d expect from an advanced civilisation preparing to explore – or conquer – unfamiliar terrain. Set against the ancient mythology and raw geology of Giant’s Causeway, the whole thing takes on an almost sci-fi quality, as if the future has crash-landed in the middle of folklore.
All in all, hats off to SEVENSTORE – they’ve produced the kind of visuals that stop you dead in your tracks. The imagery genuinely feels lifted from a sci-fi film trailer. And credit has to go to ON, too, for creating apparel and footwear that look as though they’ve been built for terrain far beyond Earth, which, in a way, is exactly what Giant’s Causeway is.
Find out more about SEVENSTORE’S On the Causeway Campaign at SEVENSTORE
