LONDON, Mar 23, 2011/ — McQ is currently featuring a series of photos taken as part of a creative collaboration with London-based photographer Niall O’Brien on the brand’s website, 

Taken during O’Brien’s road trip across the American Northwest, the images capture the spirit of youth and adventure of McQ.

With small-town America serving as the backdrop and pieces from McQ’s Spring/Summer 2011 collection featured in the photographs, the website will tell the story of these images and road trip through a series of blog posts.

Adding to the experience, is built on blogging site Tumblr, which adds a social element to the story, allowing followers to share and interact with McQ’s content.