UNLESS Collective

What UNLESS Collective does

UNLESS Collective is a Portland, Oregon-based apparel and footwear company that designs, manufactures, and sells fully plant-based, zero-plastic streetwear, footwear, and accessories positioned as the world's first all-plant regenerative fashion brand. Every component — including thread, trims, Corozo nut buttons, dyes, inks, and packaging — is derived from plant or natural materials, and products are engineered to decompose harmlessly at end of life. The product portfolio spans footwear (York Low, Govy Mid, Seaside Slip-on), tees, hoodies, jackets, shirts, shorts/pants, and accessories, with footwear priced at $119-$159 on Under Armour's platform.

The company operates a hybrid distribution model: direct-to-consumer e-commerce through its Shopify-powered unlesscollective.com storefront, European sales through Zalando, and — following its August 2024 acquisition by Under Armour — integration into underarmour.com as a distinctive line targeting surf, skate, and snow culture. A Takeback Program enables customers to return worn pieces for store credit, with items repaired, resold, or composted. Founder and CEO Eric Liedtke (formerly Global Brand Manager at Adidas) also serves as Under Armour's Chief Marketing Officer, structurally tying UNLESS into the parent company's marketing and distribution infrastructure.

The brand targets conscious streetwear consumers and surf/skate/snow lifestyle communities, generating brand awareness through organic social (Instagram, TikTok), content marketing (Stories blog), high-profile event activations (SXSW 2026, Climate Week NYC 2025, Printemps NYC), artist collaborations (Nathaniel Russell's Earth-Ness Collection), and earned media (Netflix's 'Buy Now! The Shopping Conspiracy'). The company employs 51-100 people and runs limited-edition production runs such as the 350-piece SXSW Filmmakers Jacket.

Name

UNLESS Collective

Legal name

UNLESS Collective

Website

https://unlesscollective.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

UNLESS Collective is a Portland-based apparel and footwear company that designs fully plant-based, zero-plastic streetwear designed to decompose at end of life, selling direct-to-consumer, through Under Armour, and on Zalando Europe, and targeting conscious streetwear and surf/skate/snow culture consumers.

Ownership category

akta.pro rank

Product category

Sustainable Footwear and Apparel

NAICS

Footwear Manufacturing (3162), Apparel Manufacturing (315), Footwear and Leather Goods Repair (811430)

SIC

Footwear, (No Rubber) (3140), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sustainable & Eco-Friendly Footwear (CRAAACAH)

akta.pro secondary industries

Casual & Lifestyle Footwear (CRAAACAB), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK), Footwear Repair, Refurbishment & Remanufacturing (IMAOAIAL)

Keywords

• Plant-based footwear
• Sustainable streetwear
• Zero-plastic apparel
• Regenerative fashion
• Plant-based clothing

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-Commerce: Unless Collective sells its plant-based streetwear and footwear directly to consumers through its e-commerce storefront at unlesscollective.com. Products include footwear, tees, hoodies, jackets, shorts/pants, shirts, and accessories. Shipping is available to the United States, Canada, and select European countries.
2. Under Armour Distribution: Following Under Armour's acquisition of Unless in August 2024, Unless products are integrated into Under Armour's sales channels, including underarmour.com. Footwear styles are sold alongside Under Armour's main product lines at price points of $119-$159.
3. Takeback Credit Program: Customers return worn UNLESS pieces and receive store credit toward future product drops. Returned items are resold as renewed product or composted, completing a regenerative circular loop.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

UNLESS Collective designs, manufactures, and sells plant-based, zero-plastic footwear and apparel — including tees, hoodies, jackets, shirts, shorts/pants, accessories, and regenerative sneakers — built entirely from natural materials (cotton twill, Corozo nut buttons, natural rubber, bamboo) and designed to decompose harmlessly at end of life. Products are sold direct-to-consumer online and through Under Armour's platform, with a Takeback Program enabling repair, recycling, or composting of returned items.

Product overview

UNLESS Collective is the world's first all-plant, zero-plastic regenerative fashion brand, creating plant-based streetwear designed to leave zero plastic waste at end of life. The product portfolio includes Footwear (regenerative sneakers including York Low, Govy Mid, and Seaside Slip-on), Apparel (Tees, Hoodies, Jackets, Shirts, Shorts & Pants/Worksets), and Accessories - all constructed from natural materials that can decompose harmlessly. The company operates under Under Armour after acquisition in August 2024, with products also available through UnderArmour.com. UNLESS also offers a Takeback Program where customers can return worn items for repair, recycling, or composting in exchange for store credit.

Differentiator

Problem solved

Functional benefit

Products and services

• Footwear 100% plant-based and mineral-based shoes and socks with zero plastic, including regenerative sneaker styles designed to safely decompose at end of life.
• Tees 100% plush cotton t-shirts with oversized fit and drop shoulder; 0% plastic, designed to decompose harmlessly at end of life.
• Hoodies 100% heavyweight cotton hoodies with 0% plastic, reinforced construction and modernized relaxed fit streetwear aesthetic.
• Jackets 100% plant-powered jackets built to handle any conditions; all details including Corozo nut buttons are plant-based and designed to return to the earth.
• Worksets (Shorts & Pants) Plastic-free shorts and pants ranging from casual wear to workwear-inspired designs, with every detail down to Corozo nut buttons made from natural elements and designed to return to earth.
• Shirts Utility shirts designed to be versatile for workshop, skate park, or beach; can be buttoned up or worn open over a tee.
• Accessories Plastic-free accessories made with all natural ingredients like cotton, rubber, and bamboo; designed to be worn year round with no plastic and no itchiness.
• Earth-Ness Collection Plant-based, zero-plastic collection featuring hand-drawn 'Plant Earth' graphics by Indianapolis artist Nat Russell; available exclusively at UnderArmour.com.
• Takeback Program Customer service program where worn UNLESS pieces are sent back to be repaired and recycled, or composted to return harmlessly to the earth; customers receive credit toward future drops.

Quantifiable outcome

• 60% of clothes are made of plastic (industry benchmark)
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, minor and core.

• Nathaniel Russell (Nat Russell)flagshipStrategic or Co-development Partner · 22 April 2026Indianapolis artist Nathaniel Russell collaborated with Unless and Under Armour on the 'Earth-Ness' collection, launched on Earth Day 2026. The collection features calming, muted colors with hand-drawn 'Plant Earth' graphics on plant-based, zero-plastic garments and sneakers. Russell's work is regularly shown globally in traditional galleries and informal spaces. The collection was available exclusively at UnderArmour.com. Russell also collaborated with Unless on a Climate Week NYC 2025 collection showcased at Printemps NYC.
• SXSWflagshipStrategic or Co-development Partner · 1 March 2026SXSW selected Unless Collective to create its first-ever official Filmmakers Jacket for the 2026 Austin festival. 350 numbered, plastic-free jackets were crafted entirely from plants — mid-weight cotton twill with Corozo nut buttons and a 78,000-stitch embroidery design. The jacket is designed as a regenerative fashion piece intended to 'return to the earth' when its purpose is fulfilled. Unless hosted a popup in the SXSW Filmmaker's Lounge with live worm decomposition demonstrations.
• Printemps NYCminorGTM or Marketing Partner · 1 September 2025Unless participated in Climate Week NYC 2025 at Printemps NYC, a luxury Paris department store's New York location. The event combined Climate Week and Fashion Week, featuring eco-conscious brand collections and a panel discussion. Unless co-founder Tara Moss spoke on the panel. Unless and Nat Russell created a plastic-free collection for the event, with sneakers individually chainstitched. Unless also hosted a popup display at the store.
• Under ArmourcoreStrategic or Co-development Partner · 1 August 2024Under Armour acquired Unless Collective in August 2024, making Unless the world's first all-plant, zero-plastic regenerative fashion brand under the Under Armour umbrella. Eric Liedtke, founder of Unless and then Under Armour's chief marketing officer, leads Unless while integrating it into Under Armour's product lineup as a distinctive line targeting surf, skate, and snow culture. In September 2025, three regenerative sneaker styles (York Low, Govy Mid, Seaside Slip-on) became the first Unless footwear available through Under Armour. Full product integration into Under Armour's lineup is planned over the next year.
• Eric LiedtkecoreOthers · 1 January 2024Eric Liedtke is the founder of Unless Collective and currently serves as Under Armour's chief marketing officer. He attended SXSW 2026 to promote the plastic-free apparel brand and stated that Unless products will be fully integrated into Under Armour's lineup over the next year. He is featured in the Netflix documentary 'Buy Now! The Shopping Conspiracy' tracing his path from Adidas to founding Unless.
• ShopifycoreTechnology or IntegrationUnless Collective's e-commerce storefront at unlesscollective.com is powered by Shopify, which provides the online e-commerce platform enabling the brand to sell its products and services to consumers. Shopify also handles payment processing, fulfillment, and customer support integration.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Allbirds: Allbirds is a direct competitor in the sustainable casual footwear category, also using natural materials (wool, eucalyptus, sugarcane-based EVA) and positioned at a similar premium price band. Both brands target conscious consumers seeking plant-based alternatives to synthetic athletic footwear.
• Veja: Veja is a direct peer producing sustainable sneakers with natural rubber soles and plant-based or recycled materials, sold at a similar premium price point. Both brands emphasize transparent supply chains and decompose-friendly construction in the casual sneaker category.
• Nisolo: Nisolo is a direct peer producing sustainable casual footwear and leather goods with a focus on ethical supply chains and natural materials. The brand targets a similar conscious-consumer segment at comparable premium price points.
• Cariuma: Cariuma is a direct peer in sustainable skate/surf-adjacent sneakers using natural rubber and organic cotton. The brand overlaps directly with Unless's surf/skate/snow positioning post-Under Armour acquisition, sharing similar price points and conscious-consumer targeting.
• Rothy's: Rothy's is a direct peer in the sustainable footwear space, using recycled and bio-based materials (e.g., recycled plastic bottles, natural fibers) to produce casual lifestyle shoes sold primarily DTC at premium prices.
• Toms: Toms is a direct peer in conscious-consumer casual footwear with a social-impact and sustainability positioning. It targets similar values-driven buyers and overlaps with Unless in casual lifestyle categories.

Broad incumbents

• On Running: On is a broad incumbent in the premium athletic and lifestyle footwear market with growing sustainability initiatives (e.g., Cyclon subscription, recycled materials). It competes in the same surf/lifestyle/athletic adjacency as Unless and is also DTC-driven.
• Adidas: Adidas is the broad incumbent where founder Eric Liedtke previously led global brand, and a major player in sustainable athletic footwear (e.g., Futurecraft Loop, plant-based efforts). Adidas competes broadly with Under Armour/Unless in surf/skate/snow and lifestyle categories.
• Patagonia: Patagonia is a broad incumbent and benchmark for sustainable apparel and outdoor lifestyle, with deep expertise in circularity (Worn Wear program) and natural material use—directly analogous to Unless's Takeback program and plant-based philosophy.
• Nike: Nike is the broad incumbent and dominant athletic footwear player with its own sustainability initiatives (Move to Zero, recycled materials). It is a long-term competitive force against any Under Armour sub-brand including Unless.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/unlesscollective
• TikToktiktok.com/@unlesscollective
• LinkedInlinkedin.com/company/unlesscollective

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UNLESS Collective