We’re a tiny bit (read: a lot) obsessed with the work of Tom Gould. Born in Aotearoa, the director-slash-photographer has won the world over with his emotive visual storytelling.
His work has been exhibited at some of the world’s most renowned galleries and published by the likes of Vogue and The New York Times. He’s also collaborated with the who’s who—think Travis Scott, Action Bronson, Future, and New Zealand’s very own Teeks.
In his latest venture, Tom has teamed up with Canterbury of New Zealand for The World’s Toughest Activewear. The campaign showcases a series of striking portraits and films featuring people from Tairāwhiti/Gisborne region, giving viewers a chance to vote for their favourite, support I AM HOPE and be in to win a signed image.
When considering “toughness”, Gould turned his lens to the East Coast, “The resilience we were looking to celebrate was perfectly reflected in the communities of Te Tairāwhiti.
“The region has a close connection to the land and ocean. They’ve been impacted greatly by flooding and natural disasters. Without hesitation they rebuild, get up and keep moving forward,” says Gould.
It’s a natural fit for Gould to be working alongside Canterbury of New Zealand. Gould is a long-time fan of the iconic brand that recently celebrated 118 years.
Being tough is at the heart of their clothing—taking people from the footy field to the city streets. However, Canterbury of New Zealand knows that being “tough” is more than just physical. Building mental resilience and the mental health of communities is key. That’s why they’re giving you the chance to support I AM HOPE.
Simply choose your favourite portrait from The World's Toughest Activewear, and Canterbury of New Zealand will donate $1 for every vote to I AM HOPE (up to $10,000). The charity is dedicated to supporting the mental health of young people in Aotearoa.
What: The World’s Toughest Activewear: A photography exhibition featuring artist Tom Gould. Choose your favourite image and be in to win a signed copy. Canterbury of New Zealand will donate $1 for every vote to I AM HOPE (up to $10,000).
Where: View the online exhibition and vote for your favourite image here.
When: Online now with voting closing 31 October, 2022.
Editor’s note: This article is sponsored by Canterbury of New Zealand and proudly endorsed by The Urban List. To find out more about who we work with and why read our editorial policy here.
Image credit: Supplied