The latest print, outdoor and lookbook photography for Philadelphia-based Quaker City Mercantile's tattoo-intensive Sailor Jerry brand is inspired by "a working-class American cookout," says Quaker City Mercantile (formerly known as Gyro Worldwide) CEO/CD Steven Grasse.

"We rounded up some Philly locals and hosted a backyard party. We're taking our authentic rock 'n' roll vibe and portraying it in a different way from last season's raucous punk rock show setting. This shoot is just an extension of our commitment to producing American-made products that are true to the legacy of Sailor Jerry himself." Along those lines, the opening image in this PDF features "old-school punk dude" Dennis McHugh, as Grasse calls him - he's also a real-life High Life Man, it seems - and his son, Keith (sporting the blonde mohawk). The other guy is a local new-school punk dude.

Client: Sailor Jerry

Agency: Quaker City Mercantile, Philadelphia

Creative Director: Steven Grasse

Art Director: Nick Paparone

Photographer: Michael Dwornik