SXSW & UNLESS Launch First Filmmakers Jacket – Sustainable, Plant-Based Design
AUSTIN, Texas – South by Southwest (SXSW) is raising the bar for festival merchandise and sustainability, with the debut of its first-ever official Filmmakers Jacket. The limited-edition garment, crafted entirely from plants by the regenerative apparel brand UNLESS Collective, will be presented to 350 filmmakers premiering their work at the festival, running in Austin.
The initiative marks a significant step beyond traditional festival swag, aligning with a growing industry focus on eco-conscious practices. UNLESS Collective, acquired by Under Armour in , has quickly become known for its commitment to zero-plastic production, utilizing plant-based materials in its footwear and apparel. SXSW’s partnership with the brand signals a desire to not only honor filmmakers but also to champion a more responsible approach to event-related products.
“SXSW has always been a launchpad for bold ideas and boundary-pushing storytellers,” said Claudette Godfrey, VP Film &. TV at SXSW. “We wanted our first Filmmaker Jacket to embody that energy, and UNLESS does just that. They embrace the challenge of rethinking fashion with a regenerative lens, unique intention, and endless creativity in an approach that mirrors the spirit of the SXSW Film & TV community and our filmmakers.”
The jacket itself is a thoughtful blend of classic workwear aesthetics and modern design. Constructed from mid-weight cotton twill, dyed with water-safe color, and secured with Corozo nut buttons, it avoids plastic entirely. The silhouette is described as a “modern boxy” mid-length cut, offering both style and practicality. But it’s the intricate detail on the back that truly sets it apart: a 78,000-stitch embroidery of an eyeball, with the SXSW logo cleverly integrated as the pupil.
This design choice isn’t arbitrary. The eyeball is a recurring symbol for the festival, and the overall aesthetic pays homage to UNLESS Collective’s Pacific Northwest roots, specifically the region’s working industrial heritage and the functional design of a mechanic’s jacket. The result is a garment that feels both collectible and durable, intended to be worn and cherished.
The move comes at a time when the fashion industry is facing increasing scrutiny over its environmental impact. UNLESS Collective’s approach – creating garments designed to eventually return to the earth – offers a compelling alternative to the traditional linear model of production and consumption. By partnering with SXSW, the brand hopes to demonstrate the viability of regenerative design on a larger stage.
“Being selected by SXSW is an incredible honor and it shows just how fast modern standards can move when culture leads,” said Eric Liedtke, UNLESS founder and Under Armour Chief Marketing Officer, EVP Strategy. “This jacket is built for the moment and built to return to the earth when the moment passes.”
The jackets, each individually numbered “1 of 350,” will be showcased at the SXSW Film & TV Clubhouse. Attendees will also have the opportunity to purchase exclusive SXSW x UNLESS merchandise, including a Mechanics Jacket and a Portuguese cotton flannel shirt, at select merch stands and online at unlesscollective.com.
SXSW’s history dates back to , originating as a music festival in Austin before expanding to encompass film, interactive media, education, and comedy. The festival has become a crucial platform for emerging artists and groundbreaking ideas, attracting industry professionals and audiences from around the globe. The launch of SXSW London in further underscores the festival’s international reach and commitment to fostering creative exchange.
UNLESS Collective’s journey began with a focus on creating high-performance apparel and footwear without relying on plastics. The acquisition by Under Armour provided the brand with the resources to scale its regenerative design platform and demonstrate that sustainable practices can be integrated into mainstream manufacturing. The SXSW partnership represents a key step in that process, showcasing the potential for plant-based materials to disrupt the fashion industry and inspire a more circular economy.
The Filmmakers Jacket isn’t simply a piece of merchandise; it’s a statement about the future of fashion and a testament to the power of collaboration between creative communities and innovative brands. It’s a tangible representation of SXSW’s commitment to forward-thinking innovation and a nod to the filmmakers who are shaping the future of storytelling.