Calgary-based photographer Noah Fallis recently shot a series titled 'Faces of Alberta,' that aims to capture the faces of a fading subculture.
As Fallis explains on his Behance page, in recent years Alberta has seen a huge wave of urbanization that has been steadily replacing some the provinces more traditional ways of life, including the cowboy culture.
In the past, much of Albertan economic life revolved around the cattle trade. Although ranching is still very much alive, it has been eclipsed and overshadowed by the lucrative oil industry. All of this, however, seems academic when one looks into the faces that Fallis depicts in this series. A particularly striking similarity they all share is their age; most of these cowboys are old men.
Fading Cowboy Captures
Noah Fallis Photographs a Dying Subculture
Trend Themes
1. Rural Displacement - The dwindling population of cowboys in Alberta represents a decline in rural life and an opportunity to create innovations that can sustain rural communities.
2. Ageing Population - As most of the cowboys captured in Fallis' series are old, there is a growing need for products and services that cater to the unique needs of an aging population.
3. Documenting Nostalgia - There is a growing trend in capturing traditional ways of life that are disappearing and this presents opportunities for nostalgic products and experiences.
Industry Implications
1. Agriculture - In the face of dwindling cowboy populations, innovative agriculture technologies and practices can help sustain ranching and other traditional farming practices.
2. Senior Services - As the aging population of cowboys in Alberta increases, there is a growing demand for healthcare, financial and social services that cater to the unique needs of seniors.
3. Photography and Art - Fallis' photography series highlights the cultural significance of traditional ways of life and presents opportunities for art, fashion, and home decor products that evoke a sense of nostalgia.