The Ernest W. Baker brand rollout involved an editorial with an interview conducted with the founders Reid Baker and Inês Amorim, an in-store installation, and a photoshoot, contained but not limited to a zine.

The zine parallels the brand’s first retail location in Canada, the distinct red/black silhouettes set to juxtapose against a local Vancouver-scape. The looks are re-introduced as stickers, to set against a famous landmark or utilize as lookbook and styling inspiration.