RIDE OR DIE
A DTS x CROIG collab
Hey guys, DTS creative director Grant Spanier here. I’m so, so excited to share our latest collaboration with you. As someone who came up in the Minneapolis creative scene it brings me a lot of pride to share a project we created with a Minneapolis-based organization, CROIG Co. (and a pack photographed by Minneapolis photographer Roy Son).
We pulled together an incredible team of creators from all over the USA to bring you RIDE or DIE, our ode to all those people who decide that "stock" just doesn't cut it for them.
— photographer Roy Son // @roy.son
— filmmaker Seth Dunlap // @sethdonalddunlap
— illustrator Tyler Thorney // @tylerthorney
At DTS we’re constantly seeking out people we feel are crushing their path—those who say no to convention in order to level up. It was obvious to us that the @croig.co crew was doing just that. When we heard they were riding a custom motorcycle up the coast (and for a great cause) we knew it could be an opportunity to come together and bring an idea to life.
They made their way up the West Coast with two motorcycles and an RV, from San Francisco to Portland, stopping, exploring, and capturing these beautiful images.
We asked photographer Roy Son why he decided to shoot this pack and what “RIDE or DIE” meant to him:
I wanted to shoot this pack because I’ve caught myself daydreaming about basically the same thing - being able to ride (a really sick) bike and going somewhere. Anywhere. I think people can relate to that and I wanted to share how I envisioned it.
Ride or Die can mean a lot of different things to different people. Companionship, adversity - what wouldn’t you do with that person? I identify a bit more with it associating with adversity because to me, it means another opportunity will come up and that you gotta move on, even if you’re all alone - you ride or die. We’re all chasing that feeling you get when you feel free, and for some of us, we hope to never find it because we’re just in it for that chase, for the ride.