To celebrate Chief‘s launch and their latest Fall line hitting our online store, we decided to do something special. UPC is excited to present you with our quick Chief Fall 2012 Campus Lookbook.

All photos were taken on the University of Illinois at Urbana-Champaign’s campus; at areas that we saw as significant or recognizable in one way or another. Even though Chief’s line wasn’t intended to relate to the local campus culture, we thought it would be an interesting concept to present our idea of how it could be percieved here. The Chief spirit and mentality is still very much still alive. We’re here to bring it back in your sights in a way you haven’t seen before.

Big thank you to our friends at Chief and our photographer Zach Dalzell for working with us on this project. Chief will be on sale tonight at the #SaveChampaign concert in Urbana, IL, and will be available online starting tomorrow. Be sure to also check out the official Chief Promo Fall 2012 lookbook here, featuring their full Fall line.