How it happened
Written by the team.
We wrote first
In February 2024 we wrote to the people who make WinRAR. We wanted to put their logo on a varsity jacket. Nobody answered. We wrote again three days later, then again a month after that: “our generation grew up with your icon on our desktops.”
In April they replied. In May we showed them the jacket on a video call, and the next day they told us they still couldn't believe it.
The Senior Varsity Jacket.
Two lines
In June Maxime sent them the idea:
The pitch
A group of kids find a few dusty boxes filled with vintage WinRAR merchandising. What clothes could have been created by WinRAR 25 years ago?
The answer: go ahead and start the next steps.
Berlin
At the end of July we took everything to Berlin, not only the pieces we wanted to show them. We went to explain what a clothing collection could be. They trusted us.
Photo: Victor Arques.
Our first film
At the end of August we shot for three days in Paris and Ivry-sur-Seine, all of it for a video of a minute and a half.
30 September
We posted the collection on X. Tom thought ten thousand likes, maximum. It passed a hundred thousand that night. The collection came out on 4 October, and part of every sale goes to WinRAR.
The Frayed Logo Hoodie and the Archive Messenger Bag. Photo: Victor Arques.
Creating a brand that talks about the internet. That's the real challenge.
Maxime, August 2024
