Filmmakers at South by Southwest will be given a special jacket made entirely of plants when the festival kicks off later this month.
SXSW selected Unless Collective, a zero-plastic regenerative footwear and apparel brand owned by Under Armour, to create its first official Filmmakers Jacket. Only 350 of the jackets will be made, each numbered, and presented to the creatives premiering films at the event, slated to be held in Austin from March 12 to 18.
The plastic-free jackets are crafted from mid-weight cotton twill, dyed with water-safe color and finished with Corozo nut buttons. They are designed in a classic mechanic’s jacket silhouette with a modern boxy, mid-length cut and a 78,000-stitch embroidery of an eyeball across the back. The symbol, which has a SXSW logo set as a pupil, is a recurring logo for the festival, and the design is a nod to Unless Collective’s Pacific Northwest roots.
Unless Collective was founded by Eric Liedtke, a former Adidas executive, and was purchased by Under Armour in 2024.
“SXSW has always been a launchpad for bold ideas and boundary-pushing storytellers. We wanted our first Filmmaker Jacket to embody that energy and Unless does just that,” said Claudette Godfrey, vice president of film and TV at SXSW. “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 and TV community and our filmmakers.”
“Being selected by SXSW is an incredible honor and it shows just how fast new standards can move when culture leads,” said Liedtke, who now serves as Under Armour chief marketing officer and senior vice president of strategy. “This jacket is built for the moment and built to return to the earth when the moment passes.”
The Filmmakers Jacket will also be showcased in a dedicated space at the official SXSW Film & TV Clubhouse, where badge holders can explore its design and production. And while the official jacket will only be offered to filmmakers, attendees can shop exclusive SXSW x Unless merchandise, including a limited-edition mechanics jacket and a Portuguese cotton flannel shirt, at select stands on site and also online from Unless Collective.
