Industry Press Release

Holden Partners With Vice To Launch The Holden x Impossible Project


Portland, OR (January 26, 2012) Holden Outerwear is proud to announce a partnership with Brooklyn-based media company VICE in launching a collaboration with analog instant photography company, The Impossible Project. The collaboration will include a photography project titled Holden x Impossible that features ten chosen photographers to shoot and capture their vision of the Holden lifestyle.

Holden x Impossible will serve as the creative backbone and visual language for Holden’s Fall/Winter ’12 marketing platform. Choice pieces of work by the ten artists participating in the project will be curated by Holden and Impossible and featured in a multinational art show series. Additionally, limited edition SX-70 camera kits, film packs, artist collaboration t-shirts, and consumer contests will be included in the promotion of the project.

“Known as a trusted and progressive voice in our community, VICE has partnered with Holden to bring the Holden x Impossible project to life. The project reflects the inspired moments and visions of the many talented individuals that make up the Holden lifestyle. Through the magazine, internet, international gallery shows and hosting of a consumer contest, VICE gives Holden x Impossible a powerful platform to showcase and share the timeless images of our 10 great shooters,” says Holden CEO, Ben Pruess.

On the project, VICE says, “Take two incredibly progressive companies, Holden Outerwear and Impossible Project, mix in ten of our favorite photographers, and you’ve got a collaboration that goes beyond the expectations of art, fashion, and film.”

About Holden

Holden Outerwear is the modern, independent outerwear brand. Timeless quality, market-leading style, innovative ideas, eco-friendlier options and an openness to being yourself are the principles that set Holden apart. Based in Portland, OR and founded by renowned professional snowboarder Mikey LeBlanc and designer Scott Zerebel, Holden grew out of a desire to bring street fashion to the mountain. Holden fills the void in the market for progressive aesthetics and companies with a conscience.

2012 marks the 10 year anniversary of Holden as a widely recognized leader in style trends, fabric and technical innovations, and environmentally committed outerwear. From inception, Holden has sought a singular goal: creating products that make people happier and healthier in the pursuit of a life well led.

More information on Holden can be found at or by contacting

About The Impossible Project

The Impossible Project has been developing and manufacturing new instant film for Vintage Polaroid cameras at the former Polaroid production plant in Enschede, The Netherlands since 2008. Impossible films push analog instant photography beyond all traditional limits and offer a broad range of new possibilities, characteristics and results. Impossible prevents millions of perfectly functioning Polaroid cameras from becoming obsolete, changes the world of photography and keeps variety, tangibility and analog creativity and possibilities alive.

About VICE

VICE’s was launched in 1994 as a punk zine and has since expanded into a leading global youth media company with bureaus in over 30 countries. VICE operates the world’s premier original online video destination, VICE.COM, an international network of digital channels, a television production studio, a record label, an in-house creative services agency and a book-publishing division. VICE’s digital channels include The Creators Proje