Cool Hunting‘s latest video spot took them to the outskirts of Los Angeles to visit ICON, California’s premiere builder of custom trucks. Newest in the line-up, the ICON Bronco takes the body of a classic 1970s Ford Bronco and rebuilds it from the ground up. Paying attention to original design ideals, ICON aims to keep things simple and utilitarian – completely modern but without any unnecessary extras – so that the personality of the originals is maintained, with new technology making driving easier. In the video above, ICON founder Jonathan Ward talks about the new trucks, what makes his process possible and what it takes to construct a vehicle by hand in LA.