Drop 01

Printed and embroidered in Goole.

44 numbered hoodies plus the PROOF44 cap. Numbers 1 to 44, first come first served. Price and launch date go to the list first.

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Concept renders and artwork for now. Real product photos follow the 4 Nov shoot.

The piecesConcept rendersHow it’s made

Drop 01

First drop

Artwork previews for now. Product photos follow after the photoshoot.

Front · 110 × 55 mm
Rear
Item
PROOF44 cap
Front
Raised 3D embroidery on PROOF, flat satin on the red 44, border and lines
Rear
SAUL TODD, flat embroidery
Colour
Black, with white and red thread
Made
Embroidered in Goole
Status
Coming soon
Back print · 30 cm PROOF back print: distressed white wordmark with a red bar and the words Push, Recover, Observe, Optimise, Fuel
Chest print · 10 cm PROOF chest print: white wordmark with a red bar
Item
Hoodie and T-shirt
Back
Large distressed PROOF print with the five words
Chest
Small PROOF wordmark with red bar
Made
Printed in Goole
Status
Coming soon

Concept

Concept renders

Concept renders while the real photos are shot. The final pieces may differ slightly in detail.

Concept render of a distressed black trucker cap with a white PROOF patch and a red Built. Not. Bought. band
Cap · Built. Not. Bought. patch
Concept render of a black PROOF hoodie, front with a small chest print and back with the large distressed PROOF print
Hoodie · front and back
Concept render sheet of the PROOF trucker cap from the front, three quarter view and side, with embroidery and snapback details
Cap · views and details
Concept render of a later PROOF tactical collection: technical jacket, joggers and backpack
Later · Tactical collection

Core & signature

The first line, on real clothes.

PROOF core range, signature hoodie and PROOF44 cap, and the devil and angel hoodies
See all nine collections

Storyboard

How a PROOF piece gets made

From one word to the back of a hoodie. This is the real work, in order.

Storyboard frame 1: The idea
01The ideaOne word. One promise.
Storyboard frame 2: The mark
02The markMono first. It has to work in one colour.
Storyboard frame 3: The looks
03The looksThree back-print styles, tested.
Storyboard frame 4: The line
04The lineIron: heavyweight, black and white.
Storyboard frame 5: The art
05The artDevil and angel, for black and white fabric.
Storyboard frame 6: On the hoodie
06On the hoodieBlended into the cloth, no box.
Storyboard frame 7: The shoot
07The shootReal photos. Then the drop.
Psaultoddtraining
Devil and angel back to back, red and black on one side, white on the other, with the PROOF wordmark and Built. Not. Bought.
saultoddtraining Two sides. One choice. PROOF is what you build when nobody is watching. Drop 01 is 44 numbered hoodies. Tell me which side wins.

Latest

Two sides. One choice.

The first PROOF post: the devil and angel back print for Drop 01. Every post goes up on Instagram first, so that is where to watch it build.

See it on Instagram

First access

Get it before anyone else.

Join the Drop 01 list and you’ll hear first. Price and launch date go to the list before anywhere else.

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No payment now. No spam. One email when it’s time.

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