Whether part of the internal team or an avid shopper at LIKELIHOOD, there’s a strong fan base that admires Needles—so much so that some eagerly await each collection. Recognizing this admiration, our creative team set out to honor the brand by cultivating a visual world inspired by its influences.

Through our research into Needles and the broader Nepenthes Group, we reaffirmed what we already knew: Needles was founded in 1997 by Keizo Shimizu, who also established the Nepenthes Group. The brand was conceived as a way to honor Japanese heritage through the lens of Americana traditions and workwear while complementing the offerings at the Nepenthes boutique.

We also uncovered the deeper meaning behind the brand’s name. “Needles” embodies dual concepts: the precision of a needle and the philosophy of “need-less,” emphasizing the value of simplicity and purpose. Despite its consistent production output, Needles takes meticulous care in its designs, from textiles to stitching. Shimizu, deeply inspired by his love of American films and products, weaves these contrasts into the brand, exploring the interplay of Japanese and American fabrics and silhouettes.

With this context in mind, our creative team decided to lean into a road trip theme, reflecting the nomadic spirit and exploration often associated with Americana. We brainstormed locations around the Seattle area that would align with this vision. The journey culminated at North Bend, Washington, specifically at the iconic Twede's Cafe, best known as a key location in David Lynch’s Twin Peaks. Twede's not only provided an atmospheric, isolated backdrop but also served as a symbolic closure to our road trip narrative—a final stop where the collection’s story could fully unfold.

The styling was crafted with intention, subtly guiding viewers through a world of Americana as envisioned by Needles. We incorporated unexpected elements, such as juxtaposed textiles and clashing patterns, to introduce a dynamic edge.

This project was a true collaborative effort, uniting styling, direction, and photography through storytelling. The result is an editorial we’re exceptionally proud of, and we hope viewers find as much enjoyment in it as we did creating it.

Produced by: Keith Powell, Sebastian Martinez, & Ethan Chiem

Photography: Ethan Chiem & Sebastian Martinez