What if the future of fashion could be built without plastic? That’s the question at the heart of UNLESS, the world’s first plant-based, regenerative fashion brand. Today, UNLESS is taking its biggest step yet: the full brand is moving to UA.com, bringing its products and approach to material innovation to the front door of one of the largest sportswear businesses in the country.
This is more than a new place to shop UNLESS. The integration reflects the role the brand plays within Under Armour: a space to explore what’s possible when performance, design and more responsible materials come together.
“We started UNLESS to challenge the status quo and become a force for good."
"Under Armour gave us the scale to take that idea further, and UA.com gives us an even bigger platform to share it. We’re excited for more people to experience what we’ve built and see where we can take it next.”
Tara Moss,
Co-Founder of UNLESS and Sr. Lead, Marketing at Under Armour
The Future, Reimagined
Since joining Under Armour in 2024, UNLESS has become a “proving ground” to develop and test new, plant-based materials, learn how they perform in real products, and identify solutions that could eventually inform Under Armour’s broader product portfolio.
Bringing UNLESS to UA.com gives that work its biggest audience yet. Shoppers across the country can now explore the full UNLESS assortment of footwear and apparel while Under Armour continues to tackle one of performance apparel’s biggest challenges: What can replace plastic without compromising what athletes expect from their gear?
There won’t be one answer. But UNLESS is helping build and test what comes next — plant-based pieces designed to perform, fit naturally into everyday wardrobes and become the products you reach for again and again.
