Eight years on, some collections still have plenty to say.
PROJECT X was developed in 2018 as an exploration of where streetwear and the outdoors were beginning to overlap. At the time, technical trims and utility-inspired details were becoming increasingly visible beyond performance apparel, bringing function and durability into everyday fashion.
Looking back today, it’s clear those ideas weren’t just a passing trend. Many of the design elements explored in PROJECT X have become a familiar part of modern apparel, demonstrating how thoughtful trim design can outlast seasonal fashion.
A coordinated trim story
Rather than treating trims as individual components, PROJECT X was designed as a complete collection where every detail worked together.
Each element shared the same bold three-colour palette, helping create a consistent visual identity across the finished garment.
More than decoration
Every trim had a purpose.
The metal hardware added durability and strength, while buckles, cords and carabiners reinforced the collection’s functional outdoor influence. Silicone printed labels and PVC badges introduced texture and depth, allowing branding to become part of the garment rather than simply an afterthought.
Together, these details created products that looked technical, but also felt considered and cohesive.
Why it still feels relevant
Performance-inspired fashion has continued to evolve, but many of the principles behind PROJECT X remain the same.
Consumers still expect garments to combine functionality with strong visual identity. Brands continue to use hardware, utility trims and coordinated branding to differentiate products and enhance the customer experience.
Looking back through our archive isn’t about revisiting the past. It’s about recognising ideas that continue to influence how collections are designed today.
PROJECT X is a reminder that the strongest ideas don’t always belong to one moment in time. They evolve, adapt and continue to inspire new collections.
If you’re looking for a partner to help develop your next product story, we’d love to start the conversation.
