Under Armour and UNLESS Launch Revolutionary Regenerative Sportswear Collection at Milan Design Week

A New Era in Sportswear: Under Armour and UNLESS Collaboration

In a bold shift towards sustainability, Under Armour, Inc. and UNLESS, Inc. are unveiling an innovative collection of regenerative sportswear at the prestigious Milan Design Week, taking place from April 8 to 10, 2025. This collaboration marks a significant moment in the sportswear industry, emphasizing a commitment to environmental responsibility and sustainability.

The immersive experience titled "Fuorisalone" is designed to engage visitors in a tactile journey, illustrating the cycle of regeneration in sportswear production. The core idea revolves around a unique process where plant-based materials are utilized in the creation of athletic apparel, which not only enhances performance but is also designed to decompose safely back into nature. This transformative approach aims to redefine traditional sportswear production methods that primarily rely on plastics — a notable source of environmental degradation.

Under Armour's Brand President, Eric Liedtke, expressed the brand's intention to disrupt the industry yet again with this launch: "As a brand that has consistently disrupted the industry, we are prepared to do it again." He emphasized the innovative commitment behind this collection: “By utilizing only plant-based materials, this regenerative sportswear line is engineered to decompose instead of polluting, showcasing a revolutionary advancement in the future of product creation in our industry, while honoring both athletes and our planet.”

The collection includes a variety of apparel ranging from hoodies to t-shirts and shorts in diverse styles catering to men, women, and unisex options. Priced between $30 and $160, each item features vibrant colors and graphics — a perfect blend of style and eco-consciousness. The rollout of this line not only reflects Under Armour's dedication to high-performance wear but also showcases their commitment to a plastic-free future through responsible innovation.

UNLESS, known as the world's first all-plant, zero-plastic fashion brand, has taken inspiration from the natural beauty of the Pacific Northwest, creating designs that reflect the ruggedness and vibrancy of skate, outdoor, and cold-water surf culture. The brand’s mission aligns seamlessly with Under Armour’s ethos, focusing on producing apparel from sustainable materials that can be safely returned to the earth, making strides toward a plastic-free future. The collaboration between these two innovators reflects a shared vision: to prove that style and responsibility can coexist in the highly competitive fashion market.

As the sportswear industry grapples with environmental challenges, this initiative serves as a beacon of hope. By showcasing the potential of regenerative fashion, Under Armour and UNLESS invite consumers to be part of the change — a chance to wear fashion that not only serves its functionalities but also contributes positively to the environment.

Looking ahead, the Under Armour x UNLESS collection may very well set a precedent for how future athletic wear is designed, produced, and recycled. With such pioneering undertakings, both companies are leading the charge towards a more sustainable and responsible fashion industry, proving that innovation need not come at the expense of our planet. As we advance further into an era of eco-conscious consumerism, it will be interesting to see how other brands respond and adapt to the challenge of sustainability in their product lines.