This project started as a joke. What if a hoodie looked like it had muscles? Not printed. Not filled with cheap foam. Really sculpted. Three-dimensional. Absurd in the best sense.

But here is the key. The more we worked on it, the more we realized that this could be something real. Not a costume. Not a novelty item that you wear once and then put in the back of your closet. An authentic piece of outerwear that just so happens to look like a bodybuilder.

So we stopped treating it as a joke and started designing it as a full-fledged product.