Jordan here—Head of Design at Proof.

Hey there,

Jordan Crosby here, the new designer for Proof. You may have noticed that we recently updated the logo, but that's only the beginning.

I've been lucky enough to amass a pretty diverse background in the apparel industry. I spent my formative years in the bedlam of fashion and the runway before pivoting heavily into the performance space. As a former competitive athlete myself, I've had the unique chance to tap into the minds of Olympians and World Champions, designing for some of the most elite runners and cyclists in the world.

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Asking, listening, and sometimes hearing what athletes aren’t saying has built the kind of craft and engineering that graces podiums. Now, I'm bringing that exact same obsession to Proof.

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Nature is our ultimate testing ground, and Proof isn't leaving the outdoors anytime soon. That's exactly why we're weaving more natural performance fibers into our lineup and building gear for the wild, using materials from the wild.

I’m at my best as a designer when there’s a real story to tell. When you unearth a vintage reference piece or pull a raw insight from an athlete, there’s this immediate, undeniable itch to hit the sketchbook. I live for those intentional details——the hidden features and overt touches that tell a story before you even say a word. And if you know Huckberry, you know that kind of storytelling is in our blood.

Our answer to wellness is simple: equip and inspire. Rooted in the founding subcultures of the outdoors, Proof’s design ethos is a bridge between eras. We take the original spirit of adventure and reinterpret it through modern innovations in textile, form, and style.

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Our products aren't made in labs; they're made in the field.

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Here’s some of my favorite gear (so far):

• The ‘Swim Trunk Killer’ Strikes Again: Our best-selling swim trunk is launching this year with the addition of a secure zippered pocket. It's a direct takeaway from our founders Andy and Richard's annual fishing trip last Fall. After all, it's hard to put a price on peace of mind. We will also be launching a new board short when Summer rolls around for even more variety on the water.

• The 72-Hour Merino Collection: This collection has always been a backbone for Proof. It's perfect for travel, performance, and life in general. We're adding a new dimension of wear with our Tactical styles this year, blending Merino Wool with ultra-tough Spectra yarns.

• The PatinaTech Collection: A perfect intersection of lifestyle and performance. It offers a soft, lived-in look and feel, but it's cut from materials that provide you with all the benefits of a modern performance garment.

If there’s one thing I picked up across my years of design, it’s that you can't build the best gear in a vacuum. The best insights come straight from the guys putting it to the test. I’ll be keeping my ear to the ground to see what's working for you guys as we write this next chapter for Proof.

See you out there,
—Jordan Crosby
Head of Design at Proof

P.S. I'm an avid sauna user, and I take advantage of the quiet time to also carve out reading time. I just finished up Viktor Frankl's 'Man's Search for Meaning'(for the third time), and always close the book with a renewed sense of purpose. It’s a quick read and more than worth the time. I'd lend you mine, but unfortunately, they don't hold up well in the sauna.

Huckberry Ambassador Ben Ono putting the new Proof lineup through its paces off the Kauai coast last month.
📍 Nāpali Coast
📷 @a_souza_photo

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