Icon 4x4 showed up at this year's SEMA (Specialty Equipment Market Association) show, and Icon founder Jonathan Ward pulled the sheets off of their new Ultimate Thriftmaster, based on the classic Chevy pickup truck of the 1940s and '50s. As always, Icon's mission is to combine the absolute best of old and new, so while the truck appears to be fresh off of the '50s assembly line, it's kitted out with modern touches like GPS, a backup camera and high-output LED backup lights. Self-described detail nut Ward injected his signature fanaticism to the project, from the sustainably-managed bison hide seats that come from a Native American reservation, the American ashwood bed lining done up in marine finishes for durability, and the clever way the power windows are operated via an old-school-looking handcrank.

In the video below, you'll see all of these details and more, broken into sections. The first half of the vid is for you gearheads; in the third quarter Ward covers the interior features; in the final quarter, the exterior design.

Sketchmaster and Core77 contributor Mike DiTullo is too modest to toot his own horn here, but we knew from previous experience that he's an Icon collaborator. Sure enough, a search of DiTullo's Facebook reveals his involvement with the project:

Over the years I've had the pleasure to collaborate with some amazing friends [like] Jonathan Ward at Icon. For the 2013 SEMA show, Jonathn wanted to recreate the classic Chevy Thriftmaster pickup. He asked me to design the hood badge, side badges, the gauges and gauge graphics as well as the IP deco plates that house the HVAC vents and cover all of the modern bits. Super fun project.

As usual, most of the awesomeness of this is in the fantastic build quality and overall vision of Icon. I just add a bit on the details and am happy to have fun doing so.

DiTullo, can you get us a discount?