The Sopranos has always been as much about atmosphere as it is about story, and this capsule launch was built to reflect that. Rather than a standard shoot, the campaign content was shot at Brooklyn based butcher The Meat Hook; Owned by Brent Young of Eater fame where the environment did as much heavy lifting as the product. The collection launched with a heavy celebrity seeding program that leaned into the show's Italian-American identity, complete with custom deli boxes, checkered paper, and takeout menus.