We focused on the fact that when all colors of the rainbow mix, it creates black. We developed a world-first fabric that is black on the surface, but when stretched reveals a rainbow underneath. A jersey for the ALL BLACKS was created using this fabric as a potent and rich symbol of diversity and inclusion. The ALL BLACKS uniform was now also a conduit for the LGBTQ cause for justice and equality, bringing a vast and diverse group of people together, under one common cause.

Execution quality hinged on how much the fabric and jersey would appear “solid black” when not stretched, while being able to show the rainbow hues in all its glory in a satisfying way, when stretched.

We developed a first-of-its-kind dying technique, and utilized a fabric that is highly stretchable and elastic. .

A tag attached to the jersey was printed with the project manifesto, and would imbue the wearer with a pride of being a conduit of the message of diversity & inclusion.

A unique, intimate experience between wearer and fabric technology that has the potential to spread messages of universality, love and tolerance globally.

Just before the launch of this new jersey, anti-LGBTQ comment made by the rugby player, who plays for Australia, became a social issue in the APAC area.

The PRIDE JERSEY was a powerful response to this and won supports from many people. The news instantly sparked all around the world. The jersey was featured in 272 media across 19 countries including UK, South Africa, Ireland and New Zealand, the home of the All Blacks.

The voices of supporting diversity and inclusion spread not only in Japan but also across the globe - winning over 53,764 supports in just 7 days.

This innovative jersey is planned to be worn by the All Blacks

during 2019 Rugby World Cup which will take place in Japan.

AIG is committed to creating a corporate culture that is welcoming and open to the LGBTQ community, while also offering insurance products and services to meet the needs of the community.

Their new undertaking is to change attitudes not only within the company, but throughout Japanese society as a whole. To appeal to much wider audiences, we partnered with the AIG sponsored News Zealand ALL BLACKS, needless to say, the most powerful rugby team out there today.