11-04-2022

Portrait: Mads Schmidt Rasmussen

We’ve teamed up with the talented Mads Schmidt Rasmussen for our BLS Alpine Field Equipment AW22 campaign.

The campaign is shot in Kangerlussuaq and Nuuk in Greenland.

Mads, a self-taught cinematographer and drone operator, is 21 years old and born and raised in Southern Jutland, Denmark. Mads is a true adventurer and has always been passionate about traveling and exploring cultures.
A passion that, among others, has brought him and his gear to Kenya, Siberia, New Zealand, Morocco, Iceland, and of course, Greenland.

In connection with the campaign, we’ve asked Mads a few questions:

Why Greenland?
“I first visited Greenland a few years ago, and I instantly fell in love with the nature, the culture, and the people. When I was there the first time, I met many great people I now consider friends. Right away, I knew it wouldn’t be the last time I would find myself in Greenland to visit friends and tell stories.

I love my job, and to be lucky enough to do it with my friends and pay tribute to their heritage, life, and who they are is a privilege I would not be without.”

How’s it been doing this campaign?
One of Greenland’s greatest attributes is its nature. But as unique and beautiful it is, this is also one of the biggest challenges when being a photographer dependent on weather and light. It’s unreliable and can change in just a matter of minutes, so Plan A is a rarity I usually don’t depend on. But nevertheless, I’m pretty happy with the outcome.“

Our Alpine Field Collection is a new part of the BLS Hafnia brand. What’s your opinion?
“It’s been excellent testing products not from established and classic outdoor brands I usually use.
I like the focus on design and appearance, and it’s a fun addition to my job, being able to give you feedback on how to develop your outdoor products doing them even more versatile.
Obviously, your brand is an established streetwear brand, but I’m 100% sure the outdoor collection will succeed.”

To see more of Mads’ work, follow him on Instagram!