British luxury atelier Belstaff recently teamed up with Leica Camera and photojournalist Emily Garthwaite for a visually intoxicating collaboration celebrating the Belstaff Icons collection.

In the campaign, titled “Everyday Heroes,” Emily Garthwaite — a 26-year-old photographer focused on environmental and humanitarian issues — captures awe-inspiring images of ordinary people living and working in extraordinary circumstances. The portraits feature men and women whose trade allow local industries to thrive, while championing causes that focus on sustainability and empowering future generations to carry on their legacy.

“It was the perfect combination of brand and story for me. To be allowed the freedom to interview local communities, to document them in my style and be supported by a large team was magical,” explained Garthwaite.

The heroes featured in the project have been chosen for their fascinating stories and how they make a difference locally and globally.

Guy Grieve, a sustainable shellfish diver, wears a Weekender Jacket Everyday Heroes campaign

Guy Grieve, a sustainable shellfish diver, in a Belstaff Weekender jacket

Writer and TV personality Guy Grieve discovered the ancient art of scallop diving as a means to provide for his family. Guy is drawn to extreme environments and living a low-maintenance existence. In 2004, he spent a year living alone in remote Alaska and, together with his wife and two young sons, sailed 15,000 miles from Venezuela to Scotland. In 2010, Guy set up the Ethical Shellfish Company, which aims to support sustainable fishing methods to help contribute towards the future recovery of our seas.

Seafood shack owner John Ogden wears a Belstaff Fieldmaster Jacket in Everyday Heroes campaign

Seafood shack owner John Ogden in a Belstaff Fieldmaster jacket

Scarborough-born John Ogden is a well-known character in the port town of Oban, a gateway to the Hebridean islands. After working as a fisherman in the 1970s, John recognized a niche in the market for tourists who wanted fresh, local seafood at an affordable price. John’s Green Shack has been a staple of Oban harbour since 1990 and has attracted visitors from as far as Australia and America in search of John’s famous prawn sandwiches – once voted the best in Britain by the Observer magazine.

Dairy farmer Bryce Cunningham, wears a Belstaff Trialmaster Jacket

Dairy farmer Bryce Cunningham in a Belstaff Trialmaster jacket

Bryce Cunningham grew up on Mossgiel dairy farm in Ayrshire, which was originally bought by his grandfather in the 1940s – but he always aspired to have a different career. Fate intervened when both his grandfather and father sadly passed away within a year of one another, and Bryce found himself suddenly at the head of the family business. Under his leadership,  Bryce has made Mossgiel an unprecedented success story. The farmer has recently started working with the Scottish government on an ambitious research project centered around sustainable, organic, regenerative farming processes which Bryce hopes to spread far beyond the Scottish borders.

Fiona Boa, who farms on Mull, wears a Belstaff Journey Jacket

Fiona Boa, who farms on Mull, in a Belstaff Journey jacket

Farming has been in Fiona Boa’s family for generations and she currently looks after 2,000 acres of land in Dervaig on the Isle of Mull. Fiona has made a success of Antium Farm and the animals on it despite the challenging conditions of the island and she is part of a small yet prominent community of female farmers making their mark.

Ulva Cafe owner Rebecca Munroe wears a Belstaff Trialmaster Jacket

Ulva Cafe owner Rebecca Munroe in a Belstaff Trialmaster jacket

Rebecca Munroe and her young family live on the tiny island of Ulva off the west coast of Mull. Together with her husband, she runs a small café on the island catering to visiting tourists, many of whom have travelled to Ulva to trace their ancestors. Ulva is a beguiling and fascinating place dating back to Mesolithic times. Rebecca’s true passion is renovating and restoring the abundant empty houses in the area through an ambitious community ownership scheme to encourage people to repopulate and breathe new life into the island.

In its continued effort toward more ethical and eco-friendly business practices, earlier this year Belstaff joined the growing list of UK designers who no longer use fur in its collections or sell fur in its boutiques.

Belstaff’s decision to go fur-free follows the release of a poll conducted by PETA at London Fashion week which found that 95 percent of brands, including Burberry, will cease the use of fur in collections.

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