was born from my love of thrifting and the memories of the clothing my mom wore during my childhood in the early 2000s. Inspired by the bold, expressive designs of the past, this project explores how we can bring personality back to technicality in outdoor apparel. Each piece in this collection is designed as a refreshing alternative to the stripped-down aesthetics dominating the market.
Through hand-drawn prints, colorful trims, and distinctive seams, Rewind reimagines outdoor apparel as more than just functional; it can be a statement, a story, and a reflection of the bold and unique spirit of women in the outdoors.
Time Traveling:
This project began with over 20 hours spent in the Outdoor Recreation Archive at Utah State University, where I found myself captivated by catalogs full of styles from the 90’s and early 2000’s by outdoor brands like Prana, Patagonia, Title Nine, and The North Face. What stood out to me the most was the sheer amount of personality in these older designs, something that feels missing today.
The FEA Model: Guiding Rewind's Design Approach
To guide this project, I looked at it through the lens of the Lamb and Kallal FEA framework. While originally developed for adaptive apparel, this model remains relevant today, breaking down apparel needs into three key aspects: functional, aesthetic, and expressive.
But what’s really important about this model? It places the consumer (and their culture) at the center. It acknowledges that apparel isn’t just about meeting performance needs; it’s about how people relate to what they wear, how it makes them feel, and the way it connects to their lifestyle, experiences, and identity.
SO, WHO IS THIS CONSUMER?
The rewind user is the woman who grew up with the outdoors woven into her identity.
For her, time outside is about connection rather than competition:
connection to nature, connection to her past, and connection to the people she shares these experiences with.
She craves gear that reflects her personality, tells a story, and allows for authentic self-expression. She’s drawn to the character and nostalgia of vintage outdoor gear (the kind she hunts for while thrifting) yet she often finds herself having to choose between aesthetics and the performance she needs for hiking, climbing, biking, kayaking, and beyond.
women desire more than just function in their gear.
So, I asked the question:
how can I bring personality back to technicality?
The 4 Pillars of the rewind Brand:
Made to be Lived In
Meant for real life: to move, to stretch, to patch up and wear again.
Worn With Feeling
Inspired by vintage gear, built to carry stories. Each piece aims to be the “favorite” in your closet.
Feels Like You
Color, pattern, and form that invite self-expression; no need to sacrifice style to get performance.
Lasts Through Life
Durable construction and quality materials designed to stand up to time, memories, and miles.
Color Research:
This palette was inspired by the vibrant color stories I found in the Outdoor Recreation Archive and reinforced by WGSN’s 2026/2027 trend forecasts. I wanted it to feel nostalgic and memorable, like something you’ve seen before, but still relevant for today’s market.
Hand illustrated and rendered by me in Procreate and Illustrator.
Print Illustration
Ideation Process
The ideation process for Rewind was heavily informed by my research in the archive. As I flipped through old catalogs and explored vintage designs, I pulled out small details such as unique stitching, fabric choices, and functional elements, which I used to guide the initial sketches and ideas.
Initial Line Plan
Final Line Drawings
Material Selection
Prototyping Process
One of the pillars of the rewind brand is "Made to Be Lived In.”
When I create this, I knew the collection had to be built for real life: to move, to stretch, and to adapt to the wearer’s needs. These pieces are meant to be worn and loved, durable enough to withstand the elements but comfortable enough for everyday use.
The imagery that represents the rewind brand is of women doing fun, adventurous things outside - embracing the freedom and connection that comes with spending time outdoors.
Welcome to the world of rewind, where we’re bringing personality back to technicality.
