SXSW launches filmmakers jacket with UNLESS

South by Southwest, SXSW, will introduce its first official Filmmakers Jacket this year, marking a new festival tradition designed to recognize filmmakers premiering their work at the event. The festival selected UNLESS Collective as the partner and manufacturer for the inaugural edition.

The limited run of 350 jackets will be presented exclusively to filmmakers debuting films at the festival, with each garment embroidered with the inscription 1 of 350.

Festival tradition meets regenerative design

Filmmakers’ jackets have historically served as symbols of milestone moments in the film industry. SXSW developed the initiative to create a collectible item that reflects both the significance of a festival premiere and the event’s focus on creative experimentation and sustainability.

For the project, SXSW partnered with UNLESS Collective, a footwear and apparel brand known for producing garments made entirely from plant-based materials.

Claudette Godfrey, VP Film & TV at SXSW: "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. 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."

Plastic-free construction and craft detail

The jacket is made from mid-weight cotton twill and dyed with water-safe color. Corozo nut buttons complete the design, ensuring the garment remains entirely plastic-free.

The design features classic workwear lines, a boxy silhouette and a mid-length cut intended to balance durability with everyday wearability.

A collaborative design process between SXSW and UNLESS produced a large embroidered graphic on the back of the jacket. The artwork consists of a 78,000-stitch embroidery of an eyeball motif, a recurring cinematic symbol, with the SXSW logo positioned at its center.

The visual design references the brand’s Pacific Northwest heritage and draws inspiration from the functional aesthetic of a mechanic’s jacket.

Partnership highlights regenerative fashion

UNLESS Collective became part of Under Armour in 2024 and has focused on scaling a regenerative design approach that eliminates plastics from apparel production.

Eric Liedtke, Founder of UNLESS and Chief Marketing Officer and EVP Strategy at Under Armour: "Being selected by SXSW is an incredible honor and it shows just how fast new standards can move when culture leads. This jacket is built for the moment and built to return to the earth when the moment passes."

The Filmmakers Jacket will be displayed at the SXSW Film & TV Clubhouse, where festival badge holders can explore its design and production process. Attendees will also be able to purchase limited merchandise from the SXSW and UNLESS collaboration at selected merchandise stands and through the UNLESS Collective website.

www.sxsw.com

www.unlesscollective.com

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