The original concept for Proxy was created by a branding agency called Atypical, back in 2016. Inspired by the Vice documentary on gaming, they set out to create an activewear line specifically for competitive gamers (having a nearly 164 million audience in the US alone, not yet tapped at the time). These types of “athletes” needed to be comfortable under pressure, facing issues such as eye strain and carpel tunnel plus needing to remain cool and comfortable after hours of being seated. I worked with the creative director, Miguel Gauthier, to set the design direction, tone and fabrication and specific technical needs that needed to met.
