No. 5 Leather
Vintage Label:
Canyon Echoes

Creative Direction
No. 5 Leather Vintage Label:
Canyon Echoes
Eau de Cologne

Client
Tru Western

Location
Marfa, TX

Launch
Fall 2026

Art Director
Kyla McAvinue

Photographer
Chris Douglas

Director of Photography
Cole Harris

Artist
Braxton Keith

Braxton Keith crouched in dry desert grass in a black embroidered suit and black hat, guitar on his knee, the bottle in hand.

360 CAMPAIGN - NEW LAUNCH, CONCEPT, ON SET DIRECTION

U.S.: Video, Digital, E‑Commerce, E‑mail, and Social

A West Texas original. Country artist Braxton Keith fronts No. 5 Leather Vintage Label: Canyon Echoes, a cologne drawn from the same desert. We set him under open sky against a raw canvas backdrop, in black and white Western tailoring and a cream hat, guitar in hand, a white coupe idling on the road. The bottle sits among wild Texas botanicals, agave and sun-warmed wood, close enough to feel the heat. Desert acacia captured wild in Big Bend, cut with green cactus water and warmed through with amberwood. A West Texas original.

Tru Western No. 5 Canyon Echoes toolkit, the packshot, the bottle on white with the Texas truck freshener tag
Tru Western No. 5 Canyon Echoes toolkit, the lockup, Leather Vintage Label featuring Braxton Keith in dark brown on white
Tru Western No. 5 Canyon Echoes toolkit, the ingredients, desert acacia blossom, a cactus pad and amberwood chips on weathered wood
Tru Western No. 5 Canyon Echoes toolkit, the colour palette, twelve swatches from the campaign photography, from sky blue and adobe to leather brown, label red, agave green and black
A wide West Texas valley under a sky of moving cloud, red and ochre hills folding away toward the mountains on the horizon.
Braxton Keith walking through tall grass with his guitar, black hat, silver embroidered suit open over a white tank top.
On set in the desert, Braxton Keith buttons a black embroidered jacket beside a rack of western shirts and his guitar case.
No. 5 Leather Vintage Label: Canyon Echoes standing on a sunlit rock against a pale desert sky, its red suede label lit.
Close under the brim of a black hat, a curled moustache, a gold chain and a tattoo above a white tank top and black jacket.
Looking straight down on the bottle cap stamped Tru Western 1969, the red suede label edge glowing against red desert rock.
Braxton Keith in a black suit embroidered in silver, head bowed, holding his black hat to his chest in the open desert.
No. 5 Leather Vintage Label: Canyon Echoes nested in the spined green leaves of an agave, its red suede label catching light.
A white vintage car parked on a gravel road beside a windmill and water tank, brown hills and a wide blue sky behind.
Braxton Keith stepping out of a white car in a cream hat, sunglasses and jeans, one boot on the gravel, clouds lit behind.
Braxton Keith at the wheel of a white vintage car in a cream felt hat and suede jacket, his arm resting on the open window.
Braxton Keith seated with his guitar at a cowhide backdrop, black hat and embroidered shirt, the bottle held to the guitar.
A lone flat-topped mesa on the West Texas plain under a tall blue sky, one white cloud floating high above it.
A hand raises No. 5 Leather Vintage Label: Canyon Echoes against the desert hills, a fine mist of spray drifting off it.
No. 5 Leather Vintage Label: Canyon Echoes at the foot of an acoustic guitar, a hard slice of sunlight across the body.
Braxton Keith seated on a wooden chair against an adobe wall, guitar across his lap, white hat, jeans and pale boots.
Braxton Keith in a black hat and black embroidered shirt, lifting the bottle in a ringed hand against a cowhide backdrop.
Close on hands over an acoustic guitar, a gold bracelet and ring, turning the bottle with its red suede label in the light.
No. 5 Leather Vintage Label: Canyon Echoes resting on the strings of an acoustic guitar over the sound hole, black behind.
A hand reaches for the rearview mirror, a Texas-shaped Leather Vintage Label freshener swinging over the desert road.
Braxton Keith in a white felt hat and patterned western shirt, seated with his guitar and the bottle in his ringed hands.
No. 5 Leather Vintage Label: Canyon Echoes tilted on a weathered ledge against an adobe wall, the label lit warm gold.
The bottle hooked on the chrome door handle of a white car, a cowboy hat silhouetted in the window glass above it.
Braxton Keith driving in aviator sunglasses and a cream hat, a Texas freshener in the window and the bottle on the dash.
Braxton Keith on a wooden crate at a cowhide backdrop on set, guitar and bottle in hand, black hat and black boots.
Braxton Keith in the driver's seat in a ball cap, reaching up for the Texas freshener as the desert opens past the glass.
No. 5 Leather Vintage Label: Canyon Echoes lying across weathered wood, its red suede label stamped in gold foil.
The Leather Vintage Label collection lined up on an adobe ledge, No. 1 to No. 5, ending on Canyon Echoes in red suede.
Through the windshield of a white car, Braxton Keith in a red cap leans on the hood beneath a hanging Texas freshener.