Hemp and the outdoors - one grows wild and free, the other’s where we should probably all be instead of staring at screens. @goodlids knows this. Their latest Southern Hemisphere Autumn/Winter campaign leans right into that overlap, bringing together clobber and coastline with the kind of unfussy charm that doesn’t scream “campaign” but a return to form. Shot on a barnacled stretch of Aotearoa coastline that looks more Middle Earth than Middle England, the whole thing feels like a love letter to fresh air, a good time, and gear that holds its own without shouting about it. It’s littered with that kind of Kiwi casualness where the beach, the mountains and the nearest pint are all just a short walk apart. The standout? The Scroggin Shorts: trail-ready, pub-friendly, and cut just above the knee. Built from Goodlids’ signature hemp/recycled nylon blend, they’re lightweight but tough. The sort of thing you can hike in, nap in, or wear for three days straight without anyone noticing. Backing them up: heavyweight rugby shirts in colours that look like they’ve spent a summer on a washing line, big relaxed overshirts, and caps made for catching rays without roasting the planet. More than just the gear though, the campaign’s about that quieter kind of misadventure - the one with mates, loose plans, and just enough wrong turns to make it land on the good side of memorable. No preachy performance talk, no big glossy statement. Just good gear, in the right places, on the right sort of people. Now six years deep, Goodlids are still carving their own weird little path through the outdoor space - proudly Antipodean, fond of hemp, and better than most at making functional stuff feel fun again. Available now at @goodlids.