Beinghunted. Project
Strategic Consultancy, Creative Direction, Network

Juun.J & GORE-TEX Campaign for FW23

ECCO Leather EL3 'Motion' Collection

ECCO Leather EL3 Motion launch - Jaimus Tailor

Material Innovation Platform EL3 by ECCO Leather

For over 30 years, ECCO Leather has functioned as ECCO’s subsidiary textile, but the innovation behind it has been kept a public industry secret. In 2021, ECCO Leather and Beinghunted. launched EL3 to address that.

Beinghunted. supported ECCO Leather in the ideation of a new platform to showcase the company’s innovations in leather and other natural materials. Over a period of a year, a strategy was devised that would set a new environment for ECCO’s most current and future leather developments. Besides the core strategy, Beinghunted. and ECCO Leather build an evolving narrative around the first collection of ‘technical’ leathers to be released under the “Motion” label.

Beinghunted. challenged three individuals from the technical garment sector – with no prior experience in leather apparel – to each create a set of functional performance outfits. Kseniia Sofianatos (Functional Clothing Lab), Jaimus Tailor (Greater Goods), and Rob Boyd (independent designer) each created three items using the most technical of leathers in the Motion collection.

Through this project, Beinghunted. repositioned ECCO Leather into a broader garment context. With this, we emphasises the brand’s role as an industry-leading platform for innovation and design.

Client: ECCO Leather Year: 2021 Place: Dongen, Netherlands Services: Strategic Consultancy, Creative Direction, Network