The purpose of the denim jacket has evolved. But for over a century, the design hasn't changed. So we set out to re-invent a jacket that grew with its history.

From rock & roll to hip-hop, the concept of customizing jackets reached a variety of communities. Although art styles differed across communities, they all used custom jackets as a form of self expression.

As artists in the hip-hop community, we saw painted art on the back of clothing often at competitions and parties. Unfortunately, the paint on the jackets cracked, peeled,  and people grew tired of continuously wearing the same art. 

We wanted to innovate the jacket to one that kept up with its history, supported artists, and is sustainable. We envisioned a jacket with art that would last a lifetime and enabled you to create again and again — hence “The Endless Canvas”.