With its independence, dignity and freedom, this attitude can probably be explained by the harsh past of the indigenous peoples of the ancient Arctic, who remained unconquered by their neighbors, claiming their territory and herds of reindeer, sort of northern wealth. The everyday life of the Chukchi people has for centuries been a constant struggle for survival, which could not but actualize the relevant values, among which Jimmy Nelson singled out respect:
"Observing the interaction between members of the same community, above all, I noted the close connection between generations and the complete absence of prejudice. In the harsh climate of the north, people needed each other badly. For example, because adults often had no teeth, children would chew meat for them all day long, and teenagers would take the weak elderly outside, helping them go to the bathroom. Within this kind of caring attitude toward each other, I witnessed the real beauty of the Chukchi people. Their beauty is in respect!"
The unity and close contact within the reindeer herding brigade was conveyed in Jimmy Nelson's portraits of the Arctic tundra inhabitants 
. Many of the photographs were taken inside the yarangs, by the fire or other source of light, in the clouds of warm smoke and lifelike character of layers of fur coats and headwear. The people in the photos stand very close to each other, and their children almost get lost among picturesque folds of wool. Everyone is indeed part of something shared, more extensive and more potent than a separately existing unit.
It is also interesting to note that the poses and positions of the people in this series refer to the canons of classical ceremonial portraits in the visual arts. The reindeer herders look magnificent, proud and free, and they do not look directly into the camera lens, which may also emphasize distance, reluctance to contact the "big world", and an intention to preserve their way of life and values.