Unless Collective

Based in Portland, Oregon, Unless Collective operates as a trailblazer in the apparel market by manufacturing plant-based, plastic-free streetwear. The company was established in 2020 by a group of former executives from Adidas, Quicksilver, and R/GA, including Eric Liedtke, Paul Gaudio, Tara Moss, and Maarten Teijsse. The founders, particularly Liedtke and Gaudio, leveraged their extensive experience in design, innovation, and sustainability from their time at major corporations to create a smaller, more focused venture. Liedtke, for instance, had a 26-year career at Adidas, culminating as Brand President and an Executive Board Member, where he was instrumental in major initiatives like the Yeezy collaboration and the Parley line of products made from recycled ocean plastics. This background instilled a desire to address the constraints that large corporate structures place on meaningful transformation, specifically targeting the problem of plastic in the fashion industry.

Unless Collective's business is centered on creating apparel and footwear that are entirely plant-based, designed to decompose and return harmlessly to the earth. This direct-to-consumer brand offers a range of products including t-shirts, hoodies, jackets, and footwear, all made from natural materials like cotton and eucalyptus. The brand's philosophy is to provide consumers with stylish, high-quality garments without compromising environmental responsibility. A key feature of their business model is a take-back program; customers can return worn-out gear for credit, and the company will then repair, recycle, or compost the items. In a significant milestone, Under Armour acquired Unless Collective in August 2024, with CEO Eric Liedtke joining Under Armour as Executive Vice President of Brand Strategy to continue leading the Unless brand while also shaping Under Armour's broader strategy.

The company’s products are designed for durability and style, utilizing premium, heavy-weight plant-based fabrics and water-based inks and dyes. A notable product is their "Degenerate" sneaker, launched in late 2022 in partnership with materials science company Natural Fiber Welding. This 100% bio-based shoe is designed to be mechanically broken down into soil or new material for future products. The brand's aesthetic is influenced by the Pacific Northwest and the culture of skateboarding, outdoors, and cold-water surfing. By focusing on a regenerative model, where products are made from the elements and can safely return to them, Unless Collective offers a tangible solution to the end-of-life problem plaguing the fashion industry.

Keywords: regenerative fashion, plastic-free apparel, sustainable streetwear, plant-based clothing, compostable clothing, circular fashion, ethical fashion, biodegradable footwear, Eric Liedtke, Paul Gaudio, Natural Fiber Welding, apparel take-back program, zero-waste fashion, eco-conscious apparel, Portland apparel company, sustainable materials, Under Armour acquisition, direct-to-consumer fashion, environmental responsibility, textile innovation, circular economy