How Entire Studios Crafted the Buzziest Puffer Jacket of the Season

Those affordable puffers the Biebers (plural) and Jenners (also plural!) keep wearing? They're the brainchild of a young design duo from New Zealand, and they're just the beginning.
How Entire Studios Crafted the Buzziest Puffer Jacket of the Season

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When Sebastian Hunt and Dylan Richards launched Entire Studios in 2020, they staked their brand on a single product: a puffer jacket, blown up to extreme proportions, and cropped just-so at the waist. A few years ago, young designers with comparable CVs—styling gigs for Justin Bieber, stints working behind the scenes at Yeezy—might’ve drummed up buzz by seeding a celebrity with a graphic tee, or releasing a limited run of logo-heavy sweats. But to the twenty-something New Zealand natives, a gargantuan puffer devoid of any obvious branding felt like a natural starting point. 

“Looking back, I think the decision to launch with just one extremely strong piece, in only a few colorways, played a big part in the hype,” they said over email last month. The bet paid off. Their dramatic reimagining of the status puffer caught on immediately; fashion fiends like Bad Bunny, Kevin Abstract, Lil Nas X, and Shai-Gilgeous Alexander all have one in their closet, as do a quarter or so of the extended Kardashian-Jenner clan. Now, Hunt and Richards are on a mission to make their wares accessible enough to be in yours, too. 

Hunt and Richards met on Tumblr as teens, and they’re keenly attuned to the prohibitive cost of luxury clothing. Before they shared a brand they shared custody of their own wardrobe, pooling their resources to buy clothes they couldn’t afford on their own. (On a Zoom a few weeks ago, they fondly remember arguing over who got to post what.)

Entire Studios Brown Soa Down Jacket

Entire Studios Brown Pillow Down Vest

If Tumblr lit the match of their friendship, Instagram was the powder keg that exploded their careers. In lieu of art school, the two uploaded homespun fashion campaigns to the grid, styling thrifted finds in the vein of high-end editorial spreads. Their DIY projects and an internship in PR helped establish them in New Zealand’s burgeoning creative scene, until their work caught the eye of Parris Goebel, Justin Bieber’s “Sorry” choreographer and a fellow Kiwi. Yeezy and a host of other brands soon came calling, setting them up for a career dressing highly photogenic people in highly photogenic clothing. 

But pulling looks for the world’s most elite fashion plates also catalyzed an epiphany that proved formative: the pieces they gravitated towards were outrageously expensive. So, from the outset, Hunt and Richards sought to make affordability a cornerstone of the Entire Studios ethos, and crafting the perfect puffer jacket felt like an obvious place to direct their efforts.

“Puffers were a staple in both of our own wardrobes, and the proportions and silhouette of our design left us confident that they would stand strong on their own,” they explain. The timing helped, too. By then, puffer jackets had become status symbols in their own right, sold for thousands of dollars by luxury labels like Moncler and Arctic specialists like Canada Goose. But few competitors have managed to attract the type of young, extremely online fashion enthusiasts that make up the majority of Entire Studios’ clientele. From the get-go, the brand’s jackets were conceived with a stylist’s flair for the dramatic and an intuitive grasp of the infinite scroll. On Instagram, where their punchy colors and sculptural proportions are instantly recognizable, they push the two-dimensionality of the app to its breaking point. 

Entire Studios Gray RBI Down Jacket

Entire Studios Gray Full Zip Cropped Hoodie

Hunt and Richards are quick to acknowledge the success they owe to their hero product, but they have grander ambitions for their brand. Lately, that includes boxy fleeces, svelte zip-up hoodies, brolic quilted vests, and slouchy, jumbo-sized cargo pants, done up in the sleek, earthy tones (and occasional splash of neon) they’ve made a fast hallmark. With expansion on the horizon, the duo are still designing for the price-conscious, luxury-hungry kids they used to be. “Whenever I see our clothes, I wonder if we’d reblog them [on Tumblr]”, Hunt says, a scrappy disposition that informs their bootstrapped approach to the brand’s visuals and creative direction, which they oversee. 

A few months ago, Entire Studios unveiled its latest campaign on billboards across thirty-six locations in New Zealand. Hunt and Richards' puffers now sit nestled among the clouds, looming over their home country with a bird’s-eye view of where it all began. But the duo aren't content; there's still work to be done. An exclusive line of vegan leather goods is coming soon, jeans are next, and, Hunt says, their sights are already set on plastering their billboards across a different city. “I'm looking forward to the day that we have one on, like, Sunset Boulevard.” 

Entire Studios Gray Pillow Down Vest

Entire Studios Black CMC Trousers