Nicks Boots Photo Spotlight: An Urban Adventure Through Seoul
Bridging Worlds: A Seoul Story for Nicks Handmade Boots
There is something truly poetic about shooting a pair of rugged American boots in the dynamic streets of Seoul. This contrast is exactly the kind of unique chaos that we at Otherwhere live for. Here, where handmade craftsmanship meets rich culture, and where our cameras chase narratives that don’t simply play it safe.
And so we jumped at the chance to lace up with Nicks Handmade Boots, an American company known for their handcrafted leather boot products. When a brand with a legacy like Nicks decides to step into a new market, the introduction has to be as authentic and enduring as the product itself. Our recent editorial boots photoshoot with them in Seoul was designed to do just that: to tell a story of American craftsmanship meeting the vibrant, hard-working soul of Korea.
Nicks is renowned for its high-quality, handmade boots that are built to last a lifetime. Rooted in the demanding world of professionals like firefighters and loggers, the brand has also cultivated a passionate following among casual boot enthusiasts who value unparalleled quality and heritage. The challenge was to capture this dual identity in a setting that would resonate with a Korean audience.
From there, Otherwhere began to visualize a boots photo album that breaks down culture barriers and masters the mingling of two diverse backgrounds.
The Concept: Grit and Grace in Euljiro
The set goal in mind begs the question: “How can boots from the West be complemented by elements and places set in the East?”
Through an inspired vision, of course.
The idea was to merge the rugged, professional heritage of Nicks with the everyday style of its modern wearers. We chose Seoul’s Euljiro district as our primary backdrop. With its maze-like alleys, buzzing metal workshops, and timeless industrial aesthetic, Euljiro embodies a spirit of traditional Korean artisanship and resilience. This raw, authentic atmosphere felt like the perfect counterpart to the workshops in Spokane where every pair of Nicks boots is meticulously crafted. With this boots photo canvas, we can give Nicks the editorial photoshoot that will do more than just sell shoes; but to also capture authenticity in every shot.
The Narrative: A Shared Heritage
We know that creating a brand identity is vital in keeping the product alive and more importantly, maintaining its edge from numerous other brands in the market. To represent Nicks boots’ journey from America to Asia, our models included one Korean and two Westerners. This wasn't just about showing different faces; it was about creating a visual narrative of a global community united by an appreciation for quality. The images capture them in moments of camaraderie and quiet confidence—leaning against weathered walls, relaxing by a stream, or gathered on the city pavement.
Through the lens, we see how seamlessly these heritage boots integrate into contemporary life. Paired with everything from rugged selvedge denim to light-wash jeans, the boots are portrayed not just as workwear, but as a foundational piece of a personal uniform. The juxtaposition of rich, durable leather against the textures of Seoul—be it rusty steel, aging concrete, or a vibrant pile of market chilies—tells the core story: Nicks Handmade Boots are built to walk with you, wherever your work and life may take you.
The Creative Direction: Rough Meets Real
If you know us, you know that we like to play along the margins. And what better way than to showcase the charm of “rough around the edges” when it comes to this boots photo shoot with Nicks? Our creative direction was simple but bold: find beauty in the grit.
We knew that polished studio shots just won’t cut it. Nicks Handmade Boots are crafted for people who don’t just wear their boots, but actually use them. As such, we leaned towards imagery that matched the boots’ toughness and embodied their wear-and-tear beauty. To truly integrate these with Korea, we anchored the shoot in Euljiro. As opposed to boots photos in store or studio settings, we aimed to get footage of the products in rough places. Against textures of gritty walls, rusty elements, and worn-down floors stood out the cinematic gleam of Nicks boots’ leather in the foreground.
The Process: Flash, Fast Feet, and Streets
It’s hard enough to choose between the endless list of photo-worthy spots in Seoul. But the bigger challenge was to shoot multiple locations and keep our travel time low. To solve this, we got clever.
We mapped out some anchor spots and did not waste any second of our travel by taking pictures along the way. Otherwhere anticipated that there will be a lot of opportunities for shooting compared to just traveling from point A to B. And so, we took advantage of the new locations we discovered while we were walking towards our initial target spots, as well. Some of our best boots photobook shots even came from unplanned corners that surprised us while we wandered. And this is exactly the serendipity that Otherwhere chase and value as creatives. After all, magic lives in unscripted moments that serve authenticity and unfiltered charm.
While keeping the production as light and nimble as we could, we also did not discount quality when it came to our equipment. We ensured to use a flash to balance Seoul's unpredictable lighting. Our team on set: Nicks boots clients (fully committed and wonderfully enthusiastic), Paul as producer, our model duo, and us — handling photography, art direction, and lighting, all wandered and leaned into the unpredictability and wonderful chaos in front of us.
We were buzzing with excitement, almost louder than the bustling streets we wandered and took timeless pictures in. Shot after shot, we let the environment help us capture the “imperfect perfection” quality in the form of art. The boots photo series felt equal parts spontaneous and yet, still intentional and purposeful.
The Outcome: Boots with Seoul
By the end of the day, we had shots for boots photo prints as we envisioned them to be: a collection of images that do more than sell a product, but actually tell a story. They landed between rugged and cinematic, as we hoped they would. Just as with every project we worked on, the Nicks team’s reaction was the highlight of it all. Even during shooting and seeing the pictures live, the client expressed excitement to see the results and showed anticipation of how the edits would turn out.
The spirit of collaboration stood out in this editorial photoshoot in Seoul, as well. We helped and let the client voice out their choices, and edited the photos that they had hand-picked. These are very important for us because we value pictures that really speak to them and their brand. Shooting for around three to four hours while walking to different locations was very much worth it when we finally saw the final boots photos online. They truly added a visual heartbeat to Nicks Boots’ website and social channels.
And that's what we love most: helping global brands play boldly in new markets through storytelling that’s as adventurous and daring as they are.
Stepping Into the Story Through Boots Photography
Whether it’s apparel shootings or editorial photography, we always find that our projects eventually evolve into a playground for ideas. With the Nicks Boots photoshoot, we were able to acquire a chance to develop boots pictures that highlighted the perfect collision of craftsmanship and cross-cultural collaboration. After all, our mission is to inspire curiosity and playfulness through unique, edgy, and purpose-driven visuals. We thrive on projects that push us into unfamiliar spaces, literally and creatively.
We love it when international brands come to Korea and say, “Let’s do something bold.” Because that’s where we shine; in the messy, magical middle where ideas take on new forms. Whether we’re shooting handmade boots or avant-garde fashion, we approach each story with the same spirit — whimsical, innovative, and unapologetically Otherwhere.
Looking for a creative partner to help share your story in Korea? At Otherwhere, we’re excited to help you create compelling materials for your next project. Connect with us today and let’s make it happen!
