I’ve looked up to Noveske for a long time.

Not because they’re one of the biggest names in the industry, but because of how they approach their work. There’s an appreciation for craftsmanship that’s becoming harder to find. You can tell there are people behind the machines who genuinely care about what they’re making.

And then when it comes to marketing this, there’s an amazing team that sells it.

When I met Lorina a lot of things clicked for me.

She’s an artist to her core. There wasn’t a checklist or a sales pitch. We just started making things. We’d chase an idea until it broke, then chase another one. Nothing was precious. We’d explore every direction imaginable just to see where it led.

That’s what I love most about creative work.

The best ideas usually aren’t the first ones. They’re what’s left after you’re willing to throw a hundred ideas away. Watching the entire Noveske team work was inspiring because everyone operates that way. From the top down, there’s this shared belief that details matter and the process matters. Nobody was interested in making something that just looked cool. Everyone wanted it to actually mean something.

That’s rare.

Somewhere along the way, the MK12 naturally became the center of the project. Neither of us forced it. It was already a platform that meant something to both brands. It’s deliberate. Purpose-built. Timeless. It carries history without feeling nostalgic for the sake of it. Everything we designed grew outward from there.

People will see jackets, bags, rifles, graphics, and all the products that came out of this collaboration.

What I hope some see is the hundreds of conversations, sketches, prototypes, dead ends, and ridiculous ideas that never made it. That’s the part that matters to me. That’s where this project really lives for me personally. 

I’ve always believed that the people you create with matter just as much as what you create.

Working with Noveske reminded me why I started making things in the first place.

This never felt like two companies trying to do a collaboration.

It felt like a group of artists who happened to build different things, all sitting in the same studio.