Build durable, comfortable, high-quality outdoor clothing
- Overbuild stress points
- Create articulated, ergonomic fit for high mobility
- Clothing should be a useful extension of the wearer and never restrain.
- Have a reason for every stitch
Sustainability is a pillar
- Try to source organic, recycled, or otherwise low-impact materials first.
- If not possible due to price, or availability, or MOQ (minimum order quantity), and the material in question is the best available for the piece, keep trying for subsequent releases.
- An emphasis on fit, function, and durability leads to a more sustainable product. A piece that fits well, works when you need it, and doesn't wear out unreasonably isn't something likely to be thrown in the landfill.
Choose the highest quality materials
- Look for materials that have multiple use-cases, or for the material which matches the use-case of the piece. For durability, look for high abrasion-resistance, a hefty hand, and ideally some stretch.
- The material has to have some textural interest. Only choose smooth and bland unless it’s absolutely necessary for a certain function.
Aim for subtle impressiveness, not flash
- Integrate technical features into clean styles suitable for everyday use. Don’t call attention to technicality.
- Use attractive, timeless color palettes to guard against seasonal style trends and facilitate a slimmed-down, versatile wardrobe.
- Design fit to follow body lines and attempt to eliminate excess fabric.
New is good, but only after exhausting the old.
- Humans have been making clothing for a long time. We’re standing on millenia of trial and error. Be innovative when we can, but only after trying the best existing solution. Aim for incremental and intentional improvement. 100% + 1 = a damn good product.