South by Southwest has long celebrated boundary‑pushing creativity, and this year the festival will mark another first with a Filmmaker Jacket crafted entirely from plant‑based materials. SXSW tapped UNLESS Collective—Under Armour’s zero‑plastic regenerative apparel brand—to design and manufacture the limited‑run piece.

Only 350 jackets will be produced, each embroidered with “1 of 350” to underscore its exclusivity. The jacket is cut from mid‑weight cotton twill dyed with water‑safe color and finished with Corozo nut buttons, staying true to UNLESS’s commitment to eliminate synthetics.

Classic workwear lines and a modern boxy silhouette give it a timeless look, while the mid‑length cut layers easily over a film crew’s uniform. On the back, a striking 78,000‑stitch embroidery depicts an eyeball—a nod to the cinematic arts—with the SXSW logo at its pupil. The design references the Pacific Northwest roots of UNLESS and the mechanic’s jackets that inspired the silhouette.

Under Armour acquired UNLESS in 2024 and has been scaling its regenerative platform ever since; this partnership with SXSW shows how plant‑based fashion can move beyond niche status and into cultural spotlight.

While the jackets are reserved for filmmakers premiering their work, the collaboration also includes a limited‑edition mechanics jacket and Portuguese cotton flannel shirt available at select festival merch stands. The project demonstrates a path forward for apparel that returns to the earth when its job is done—without sacrificing style.