“I live in the pursuit of finding comfort in discomfort, which starts with having the right tools for the task at hand,” says photographer Kelly Serfoss, who when out in the field, relies effortless apparel to allow him to focus on the work before him. “Lululemon has always stood out in my mind for the dedication to functionality. The product simply works as intended, and I know that each iteration will be better than the last. I identify with this principle as a photographer as well, where season upon season I dedicate myself to continual growth, always seeking the next angle to refine my craft, never knowing which situation I’ll be thrown into next.”
A look through Serfoss’ portfolio and it’s clear that one day he needs to be nimble enough to capture speed demons on a racetrack while the next he needs to be bundled up to shoot wild horses in Iceland. To date, the Montana-born photographer has explored more than 50 countries including an orphanage in Cambodia which inspired Serfoss to further develop his chosen medium. “My passion for photography was discovered the first time I saw the image I shot in a Cambodian orphanage enlarged for wall art in the office of the non-profit where I was working at the time. Seeing the emotion and connection in the children’s eyes made me want to shoot more; seeing my own reflection in the glass just behind them made me want to shoot better.”
The unpredictable nature of his work makes Serfoss the perfect person to put lululemon’s new men’s outerwear pieces, each designed for an active lifestyle, to the test while hiking around California’s Sequoia National Park. “I chose the environment for this shoot as an uncomfortable and challenging one: cold, damp, at elevation, yet rewarding in its mysterious natural beauty,” he explains.
“It was the perfect place to put the new parka, shell and vest through the paces, and like any good tool, they simply did their job and got out of the way so that the real challenges could be engaged. Looking good is just a bonus.”
Images by Kelly Serfoss