The UK’s Oi Polloi store has just launched their new ad campaign created in conjunction with the guys from the Rig Out magazine and produced by Ogilvy London.

Its not often that a small boutique gets the opportunity to have one of the best ad agencies in the world produce an ad campaign for them, but then Manchester’s Oi Polloi isn’t the usual Boutique. Having set the template for most independent men’s stores across the globe they once again change tack with a campaign that moves away from the hiking/campaign/trekking through the woods aesthetic adopted by most brands to a clever and subtle comment on the Oi Polloi consumer.

From the mind of creatives Andy Bird and Sue Higgs and photographed by Anthony Crook, the ads were shot on location in London and New York the eagle-eyed will be able to spot Oliver Spencer, Angelo Urrutia of Engineered Garments and several other figures from the world of fashion and publishing.