South by Southwest (SXSW) has introduced the ‘Filmmakers Jacket’, partnering with Unless Collective to create a limited-edition piece made entirely without plastic.
The jacket will be given exclusively to filmmakers premiering work at this year’s SXSW festival, marking the start of what the organisation says will become a new festival tradition.
The first run includes 350 jackets, each embroidered with “1 of 350”.
SXSW says it chose Unless, which was acquired by Under Armour in 2024, as the inaugural partner for the project for its focus on plant-based and regenerative materials.
“SXSW has always been a launchpad for bold ideas and boundary-pushing storytellers,” said Claudette Godfrey, VP of film and TV at SXSW.
“We wanted our first Filmmaker Jacket to embody that energy, and Unless does just that.”
The jacket is made from mid-weight cotton twill, dyed with water-safe colour, and finished with corozo nut buttons.
The design features a boxy workwear-inspired silhouette and a large embroidered graphic across the back, featuring an eye motif with the SXSW logo at its centre.
SXSW and Unless said the design draws inspiration from industrial mechanic jackets and the Pacific Northwest aesthetic associated with the brand.
According to the organisers, the garment is fully plastic-free.
Unless founder and Under Armour CMO Eric Liedtke said the collaboration reflects growing interest in alternative material systems within fashion.
“Being selected by SXSW is an incredible honour, and it shows just how fast new standards can move when culture leads,” Liedtke said.
“This jacket is built for the moment and built to return to the earth when the moment passes.”
The jacket will be displayed at the official SXSW Film & TV Clubhouse, where festival attendees can learn more about its design and regenerative production process.
SXSW and Unless will also release a small range of collaborative merchandise during the event.
Founded in 1987 in Austin, SXSW is known for bringing together the worlds of film, music, technology and culture.
