GOST has published "Frontier," the first monograph by photographer Jim Krantz, who has dedicated his life and work to documenting the landscape and culture that forms the backbone of American national identity. The book presents a unique visual representation of the mythical American West through a blend of cinematic cowboy portraits, expansive landscapes, and experimental photographic techniques.

Krantz's personal connection to the American West began in childhood, as he recalls: "When I worked at the store with my dad, I'd often sneak off to the stockyards. Watching the cowboys herd cattle and horses, their ropes spinning effortlessly, left an indelible impression on me. It was a vivid, living image of strength and independence, one that has stayed with me all my life."

The book opens with a striking series of closely cropped black and white images that capture the raw movement of charging bulls, horses, and riders. Despite being static photographs, these classical monochrome images effectively convey the dynamic action unfolding before Krantz's camera. The following sections burst with color through abstract portraits and landscapes that have been reworked with light and various experimental materials, including resin and wet paint.

These additional layers emphasize the sense of movement and mood in Krantz's work, suggesting the sound, heat, and intensity of the Western scenes. The experimental images are complemented by more traditional photographs that Krantz created by choreographing large-scale movements of cowboys and horse herds in remote settings, essentially constructing the enduring myth of the American West through his lens.

The book concludes with additional black and white images depicting man-made elements of the Western landscape: a white house standing alone in the desert, a bedroom decorated with pictures of horses, and a Pepsi sign. The final frame features a rattlesnake, symbolizing the volatile, untamed danger that nature represents in this environment.

Reflecting on his work, Krantz explains: "The images in this book are the result of a lifetime of experiences, collaborations, and lessons from family and mentors. They reflect my connection to the American West—a place where survival becomes art and freedom is a way of life. The title of this book, Frontier, represents the boundary between the known and the unknown, a space where I've always felt most inspired."

"Whether in the vast landscapes or the solitary figures of cowboys, I see a metaphor for life itself: navigating the chaos, finding purpose, and embracing the challenge of the unfamiliar," Krantz adds.

Many viewers will find Krantz's photographs familiar, as his commercial work for major U.S. brands such as Wrangler and Marlboro has made his imagery synonymous with the dream of the American West. His photographs have been widely reproduced anonymously for decades on billboards, in magazines, and other media, reaching millions of viewers. His work has gained additional recognition through its appropriation by artist Richard Prince.

Separate from his commercial success, "Frontier" presents Krantz's unique and personal vision of the harsh beauty of the American West for the first time. The collection represents more than 40 years of dedicated work capturing this distinctive American landscape and culture.

The publication of "Frontier" comes at a particularly relevant time when aspects of modern everyday life—including air conditioning, desk jobs, lack of access to nature, and reliance on automobiles—increasingly separate people from the traditional Western way of life. With the number of working farms and ranches in the United States experiencing a slow but steady decline, Krantz's book serves as a resonant homage to the rapidly disappearing myth of the American West.

Jim Krantz was born and raised in Omaha, Nebraska, where his interest in photography began early under the influence of his artist grandfather, whose aesthetic sensibility continues to inform his work today. Tutored and influenced by the work of legendary photographer Ansel Adams, among others, Krantz has successfully balanced a career as a commercial photographer for major U.S. brands alongside his fine art practice.

His photographs have been exhibited at prestigious venues including Colette in Paris and Danziger Gallery in both New York and Los Angeles. Krantz received the Lucie Award for Photographic Achievement in 2010 and has collaborated with notable fashion and interior brands including Supreme, Adam Kimmel, and Modernica Furniture.

When not behind the camera, Krantz travels across America on his motorcycle, always accompanied by his camera to capture the changing American landscape. He currently lives and works in Los Angeles, continuing to document the evolving story of the American West through his distinctive photographic vision. "Jim Krantz: Frontier" is available through GOST in both standard and signed editions.