Copywriter. Interviewer.
sabukaru.online Article: An Interview with Errolson Hugh.
The Final Boss of Fashion: Errolson of Acronym
Never seen wearing anything other than an ultra-functional fit, dressed head to toe in blacked-out battle armour-like fashion, Errolson Hugh is the final boss of the fashion world. Based in Berlin, but raised in Canada, the paragon of techwear is the co-founder of ACRONYM [along with Michaela Sachenbacher] and one of the driving forces behind the now ultra-functional apparel genre. Initially running a creative agency based in Munich, primarily working as an art director and designer for active sportswear brands within things like snowboarding and biking, they would venture into their own space eventually to create the holy grail of techwear brands.
A Godfather of the scene, Errolson has not only created a brand which already can tackle the future with ACRONYM, but has also been a pivotal part of many other brands' innovative development such as Nike and their revival of their ACG line, Stone Island’s Shadow Project, Burton and Herno Laminar. The mastermind, through his knowledge and obsession with functionality, provides us with a lens into the future and makes it accessible in the present day.
ACRONYM, founded in 1999, is a pillar of success and a testament to the dedication and craftsmanship that this type of clothing requires. On a constant quest to better itself, ACRONYM’s focus is on making our everyday lives easier. In a world in which technology is consistently trying to make our lives more convenient, it only makes sense that our clothing can do the same. ACRONYM’s clothing works harder for us, lasts longer, and are things we can trust to do exactly what they need to do and so much more.
From detachable hoods and jacket slings for ultimate access in a pinch, to more elaborate features such as the ‘gravity pockets’; an innovative pocket in the sleeve which snaps open internally, and then the object inside, usually a phone or similar-sized object, uses gravity to fall into your palm for seamless access. To list all the features that an ACRONYM piece provides would require an entire article in itself, but each one is thought about in incredible detail in order to make every aspect of the garment synergise with your everyday life.
In a world where fast fashion and consumerism is consistently coursing through the veins of our society, a brand such as ACRONYM is bent on enabling the wearer to do more with their purchases. To purchase an ACRONYM piece is a big commitment, being at the price point of most high-end luxury brands, but what you receive with an Errolson product is not the fancy embossed tags or thick, plush dust bags. ACRONYM in fact scraps all of this, opting for off-the-shelf unbranded zip lock bags to hold their $1,500 jackets. The price you pay is all in the garment itself: in the research development, the technology of the garment, and the virtually bulletproof materials used throughout the range.
Errolson’s impact in techwear, and fashion in general, will echo for generations, inspiring countless young designers and brands. His work for ACRONYM and many of the various brands he helped access the future with is a testament to the level of quality the products he creates provide. And Errolson does it all his own way. Never following trends, with an always unorthodox approach to usual marketing and sales.
With this being said, Sabukaru Online offers our readers invaluable insight into this legend. We sat down with Errolson to discuss his life, his inspirations, his design philosophy, and his recent visit to Tokyo.
