SWAE

Brand Strategy, Content Strategy, Project Management

In the beginning, SWAE was just a dream. Embarking on the unenviable task of trying to blend the world of posh autos with rugged Montana roots, early efforts centered around living fast and driving faster. In time, we discovered it wasn’t the cars that fascinated the crew but rather the challenges and opportunities they presented.

SWAE took another step towards its final form as we began experimenting with the novel application of new technologies. Robotics, 3D Printing, and material science - these interests guided the next iteration of the brand and product.

In the end, SWAE is best described as a testing ground for relentless creative ambition. It’s grown from a single-car garage to a research and development facility using emerging technologies to create premium outerwear. Like every new trail, it’s taken us to some unexpected places.

2024

For the rollout of SWAE Collection 001: The Return of Dreams, we explored various drop sequences, retail partnerships, comms and seeding strategies, creative directions, and so much more. As always, there were last-minute circumstances that turned our world on its head, but we were still able to pull off something incredible.

2023

A year of research and refinement. With product in hand, we were finally able to tease what we had been up to hunkered down in NW Montana. Additional team members meant increased capability and responsibility to keep everyone on track.

2022

As we began to play with new technologies we also discovered new partners to team up with. In 2022 we worked with Boston Dynamics to explore new designs for their SPOT robot dog. It’s a relationship we would continue to revisit as our brand and capabilities grew.

2021

Welcome to the show. SWAE came out of the great swinging and took GoldRush Rally by storm. Beginning with an over-the-top welcome part at Manhattan Motorcars, this adventure would take us down the eastern seaboard and across the south - all while driving a fully custom gold carbon fiber Lamborghini Huracan.