Rooted in the Past. Inspired by the Present. Built for the Future.

For its Winter 2026 campaign, premium Canadian outerwear brand Quartz Co. reaffirms what has defined its DNA for nearly three decades: expert craftsmanship, a deeply considered approach to sustainability, and a modern design language forged by Nordic winters.

At a moment when fashion and marketing are rapidly transformed by technology, Quartz Co. turns inward, and backward, to move forward, setting a new benchmark for what modern heritage can look like.

Founded in 1997 as Quartz Nature and reimagined in 2015 as Quartz Co., the year 2025 marked the brand’s 10th anniversary in its current form; a milestone that prompted a period of reflection.

Drawing directly from the brand’s 1990s archives, the creative team revisited original lookbooks, production notes, and early visual identity. The result is a campaign that feels both nostalgic and contemporary. Each silhouette is presented in a pared-back setting, shot primarily on analog film, embracing grain, texture, and imperfection. “There’s something honest about film,” adds Guindon. “It captures texture, depth, and emotion in a way that feels increasingly rare today. We wanted the imagery to feel lived-in, just like the garments”.

In an era dominated by hyper-polished, AI-generated imagery, Quartz Co.’s approach is deliberately tactile and human. The campaign reflects a broader cultural shift, a renewed appetite for authenticity, durability, and emotional resonance over instant gratification. It positions outerwear not as a seasonal product, but as a long-term companion.

“For this campaign, we asked ourselves what truly made Quartz Co. strong,” explains Francis Guindon, VP of Marketing. “The answer was consistency and a deep respect for craft. We wanted to reaffirm what has always been there.

Drawing directly from the brand’s 1990s archives, the creative team revisited original lookbooks, production notes, and early visual identity. The result is a campaign that feels both nostalgic and contemporary. Each silhouette is presented in a pared-back setting, shot primarily on analog film, embracing grain, texture, and imperfection. “There’s something honest about film,” adds Guindon. “It captures texture, depth, and emotion in a way that feels increasingly rare today. We wanted the imagery to feel lived-in, just like the garments”.

In an era dominated by hyper-polished, AI-generated imagery, Quartz Co.’s approach is deliberately tactile and human. The campaign reflects a broader cultural shift, a renewed appetite for authenticity, durability, and emotional resonance over instant gratification. It positions outerwear not as a seasonal product, but as a long-term companion.

At Quartz Co., every stitch, fabric choice, design decision, retail experience, and marketing initiative is shaped by collective expertise. Unlike many global brands, creative direction, brand storytelling, and customer experience are led entirely in-house, ensuring coherence from concept to consumer. “Keeping things internal allows us to stay close to the product and to our values,” says Guindon. “It creates a direct line between design, storytelling, and the way people experience the brand, whether online, in-store, or out in the cold.”