Under Armour, in collaboration with Unless – the world’s first entirely plant-based, zero-plastic regenerative fashion brand – unveiled a pioneering sportswear collection on Tuesday at Milan Design Week.
Crafted exclusively from plant-derived materials, the collection is engineered to decompose naturally at the end of its life, offering a radical alternative to synthetic-based apparel. This initiative redefines the lifecycle of athletic wear, embracing a “return to nature” philosophy that eliminates plastic waste and promotes full environmental circularity.
Designed for performance and sustainability, the line includes hoodies, T-shirts, and shorts across men’s, women’s, and unisex styles. Featuring bold colours and eye-catching graphics, pieces are priced between USD $30 and $160.
“As a brand that has consistently disrupted the industry, we are prepared to do it again,” stated Under Armour Brand President, Eric Liedtke. “Our unique and innovative approach represents a significant shift from the traditional production cycle, which often relies heavily on plastics and generates waste,” said Liedtke.
He continued, “By using only plant-based materials, this regenerative sportswear collection is designed to decompose rather than pollute – representing a revolutionary advancement in reimagining the future of product creation in our industry, with an innovative commitment that honours both athletes and the planet.”
This marks Under Armour’s first collaboration with Unless since acquiring the brand last summer. As part of the acquisition, Liedtke – former Adidas executive and founder of Unless – joined Under Armour to spearhead this new era of sustainable innovation.
At Fuorisalone, running through 10 April, visitors can experience the full regenerative cycle firsthand: from plants to high-performance apparel, to compost, and ultimately back to the earth.
This collaboration marks a decisive move by Under Armour to redefine performance apparel through a regenerative lens. By integrating athletic innovation with environmental responsibility, the brand establishes a new industry standard—demonstrating that high-performance gear need not come at the planet’s expense. As consumer expectations evolve, this initiative not only responds to the demand for sustainability but also paves the way for a more responsible future in sport and design.
