Acronym

Legendary techwear brand. Errolson Hugh and Michaela Sachenbacher started in 1994 with an agency that developed concepts and collections for brands. Ten years of consulting resulted in a debut clothes collection. The label became successful at once. The 'Acronym Analog MD Clone Jacket' was named by Time magazine as one of the most interesting inventions of 2002.

The mastermind of the brand – Errlson Hugh – has an impressive architectural background. Having his parents engaged in this art, he already knew the works of Le Corbusier and Walter Gropius at the age of 12. 'For every idea I had, there was some kind of architectural book with references, and my parents always supported my zeal for design,' says Hugh.

Acronym items combine modern military technologies, innovative fabrics and materials as well as functional and futuristic design. Acronym produce a limited number of items, but each one of them is meticulously thought out. Hugh stands for maximum functionality, adding hidden pockets and clasps, gravity pockets on cuffs – providing the phone directly into the palm of a hand – magnetic earphone holders on the collar or straps that allow you to wear a jacket on the shoulder. Etaproof, SHOELLER 3XDRY DRYSKIN, Gore-Tex – it is Acronym that demonstrates and popularizes all of these technologies. Yes, his jackets can cost more than $3,000, and cargo pants can cost more than $1,000, but this is a lifetime investment. 

Numerous fans of the brand, including the legendary Japanese game designer Hideo Kojima, admit that after wearing an Acronym item once, it is pretty difficult to get back to the usual ones. You get so used to the incredible convenience and thoughtful details. But there was more than just sympathy. Kojima invited Hugh and Sachenbacher to design Norman Reedus' look for his Death Stranding game. Both the game and the collaboration made a splash