BOSTON — January 15, 2026 — WHOOP, the human performance company, announces a landmark creative partnership with acclaimed designer Samuel Ross MBE, who joins as Global Creative Director, WHOOP x SR_A to lead a multiyear collaboration between the two brands titled PROJECT TERRAIN. The collaboration signals the ongoing evolution of WHOOP from a pioneering wearable technology company into a brand shaping not just the future of personal health but also its intersection with performance fashion and cultural design.

As the first performance design collaboration for WHOOP, the partnership represents a new chapter for the brand. Under Ross’ direction, PROJECT TERRAIN will deliver a bespoke capsule collection including limited-edition, customized WHOOP bands. The range will also include new apparel pieces within the WHOOP Body collection, technical garments that enable wearing WHOOP beyond the wrist, arriving in limited edition drops this year and into 2028.

Under the moniker of his award winning design studio, SR_A (previously notably founding A-Cold-Wall*), Ross’ work spans forty footwear models with Nike and Converse, Oakley across three collections, five years of product partnerships with LVMH via Hublot watch designs and experimental fragrances with Acqua di Parma, to the first external design role within Apple Group as Principal Design Consultant at Beats. He has consistently reimagined how culture, material science, and form influence one another. His transition into performance innovation with WHOOP represents a natural progression for an industrial designer whose work centers on precision, human movement, and the evolution of contemporary aesthetics. Ross has worn WHOOP for five years, forming an immediate, authentic connection to its design, culture, and technology.

“At WHOOP, we’ve always believed that wearable technology needs to be invisible or it needs to be cool,” said Will Ahmed, Founder and CEO of WHOOP. “Working with Samuel Ross has been a true joy. He deeply understands wearable technology. Our members will feel something new and different when they wear this limited collection.”

Speaking of the joint venture, Johan Liden, Chief Creative Officer of WHOOP, said, “Design has always been core to how WHOOP delivers meaningful impact, and Samuel brings a level of craft and provocation that pushes that mission even further. His approach to materials, form, and function aligns perfectly with our ambition to create products that are both deeply technical and emotionally resonant. Our collaboration enables us to expand the WHOOP design language into an entirely new dimension—one that empowers members to experience performance and self-expression in ways they never have before.”

The Creative Vision Behind PROJECT TERRAIN

SR_A’s industrial and architectural ethos will define the visual and tactile identity of the upcoming WHOOP x SR_A capsule, PROJECT TERRAIN. The studio’s commitment to precision, material innovation, and functional clarity introduces a new design vocabulary for WHOOP, informed by utility, intentionality, and structural, materials-driven design approach.

Samuel Ross, Global Creative Director, WHOOP x SR_A, said, “WHOOP is shaping the future. That’s true progress, for all. It is one of the first design and technology companies of our generation, founded within our generation, by our generation, that is defining the right relationship to health, through advanced technology. I look forward to building the future with Will and the WHOOP design teams. We have a clear, sharp vision to move global design expectations forward.”

“This landmark joint venture reflects our shared vision for the future of wearable technology and the power of innovation and creativity,” said Yi Ng, Co-founder and CEO of SR_A. “As an industry first, it underscores our mutual commitment to pushing boundaries. Partnering with WHOOP enables us to elevate SR_A’s mission while creating products that connect with a global audience.”

As part of this collaboration, SR_A will join as an investor, alongside investor-partners including Niall Horan and Cristiano Ronaldo. WHOOP will also contribute to the SR_A Black British Artist Grant and host its selected recipient for an in-house design residency, enabling emerging talent to collaborate directly with WHOOP creative teams.

Posted: January 25, 2026

Source WHOOP

SAN FRANCISCO — January 14, 2026 — Levi Strauss & Co. (LS&Co.) announced the launch of the Levi’s® Wear Longer Project, a new community engagement initiative designed to help young people take fashion into their own hands. The program will equip them with the skills and confidence to repair, refresh, and reimagine their clothes—so they look better and last longer.

Gen Z is driving the resurgence of thrifting, repurposing, and creative self-expression in fashion. Yet, many youth were never taught the skills needed to repair and customize clothing — skills once passed down through generations or taught in schools. A new survey conducted by LS&Co. in the U.S. found that 41% of Gen Z report having no basic repair knowledge, such as fixing a tear or sewing a button, which is nearly double the rate of older generations.

At the same time, 35% of young people say they would keep their clothes longer if they knew how to fix them. This highlights a meaningful opportunity to reduce clothing waste when the average American throws away 81.5 pounds of clothing each year1, which leads to more than 2,100 pounds of textile waste entering U.S. landfills every second2. Equipping young people with the skills to extend the life of their clothing reinforces LS&Co.’s efforts to use its scale, reach and platform to drive toward a more sustainable, less resource-intensive apparel industry.

The Levi’s® Wear Longer Project introduces free resources primarily aimed at students in grades 9 through 12. Developed in partnership with global edtech leader Discovery Education and aligned with national K-12 education standards, the program teaches young people hands-on life skills such as how to repair and customize their clothes, from sewing a button to patching a hole or tailoring a hem.

“At Levi Strauss & Co., we’ve spent more than 170 years designing clothes to be worn and loved for as long as possible. The Levi’s® Wear Longer Project builds on that legacy by giving young people the confidence and tools to extend the life of what they already own,” said Michelle Gass, President and CEO, Levi Strauss & Co. “By building up repair skills within the next generation and emphasizing the idea of durability, we’re helping spark a culture of creativity, sustainability, and pride in taking care of the things we value.”

Beginning with high school students, the curriculum is now available to educators and students nationwide on the free platform. LS&Co. employees will also serve as volunteer ambassadors, bringing hands-on instruction into schools and local communities. In addition, schools using Discovery Education Experience, the cross-curricular supplemental resource, can integrate Levi’s® Wear Longer Project directly into classroom instruction.

“Our partnership with Levi’s® reflects the growing demand in schools for curriculum that connects academic learning with real-world, future-ready skills. Through the Wear Longer Project, students gain hands-on experience that builds confidence, creativity, and practical life skills while deepening their understanding of complex topics such as supply chain and resource management. This initiative helps prepare students to be thoughtful, capable problem-solvers,” said Catherine Dunlop, Senior Vice President of Corporate Partnerships at Discovery Education.

Launching first in its hometown of San Francisco before expanding globally, the Levi’s® Wear Longer Project will educate local youth through regular opportunities to build core repair skills. The program will begin with a Wear Longer Project workshop for San Francisco high school students at the LS&Co. Eureka Lab. Additional trainings and workshops will continue throughout the year, including activations during Super Bowl weekend in San Francisco.

“Programs like Levi’s® Wear Longer Project resonate because they meet students where they are—hands-on, creative, and rooted in real life,” said Ginny Fang, President of Spark, San Francisco Public Schools. “When students can learn practical skills like repairing and caring for their clothes, they’re not only embracing sustainability, they’re gaining confidence, independence, and a sense of pride in what they can create and maintain themselves.”

As the Wear Longer Project grows, LS&Co. will scale its curriculum through community-based partners and select retail initiatives, creating more entry points for young people and employees to engage in repair education. This approach reinforces LS&Co.’s commitment to responsible consumption and encourages employees to invest in their own skills, so they can then teach others. These initiatives will build upon LS&Co.’s legacy of crafting durable, quality clothing designed to last a lifetime, empowering young people everywhere to care for, customize, and extend the life of the clothes they love. To learn more about the Wear Longer Project, please visit levistrauss.com/values-in-action/wearlongerproject.

Posted: January 25, 2026

Source Levi Strauss & Co. (LS&Co.)