Whoop and Samuel Ross’s SR_A studio are set to launch Project Terrain on March 12, introducing an apparel line that fuses industrial-inspired design with seamless wearable tech integration. The collection, which spans both men’s and women’s offerings, prioritizes everyday aesthetics over overt technology, featuring discreet sensor pockets that allow Whoop devices to blend effortlessly into daily wardrobes. This launch marks the beginning of a two-year collaboration, delivering a series of limited-edition drops.
The partnership brings together Whoop, the health-tech wearable company, and Samuel Ross, founder of A-COLD-WALL, known for his signature industrial and utilitarian approach to fashion. The Project Terrain initiative aims to create clothing that integrates wearable technology in a way that feels natural and stylish rather than gadget-like.
For men, the line includes a technical shell running jacket, undershirts, and modular technical shorts with features such as welded seams, enhancing durability and functionality. Women’s pieces include performance bras, shorts, and tailored shell jackets, designed to complement the feminine silhouette while maintaining the same technical attention to detail. Across all garments, Whoop devices can be discreetly housed in sensor pockets, maintaining a clean, minimalist aesthetic.
Reflecting on the design, Whoop CEO Will Ahmed told Vogue Business, “It’s in many ways taking the tech out of the tech and making it feel like something that should be worn in everyday wear.” Ross added, “We’re designing a system that can be integrated into the wearer’s wardrobe rather than trying to overpronounce itself. That aligns with the sensibility of Whoop’s existing community, who already value thoughtful design.”
Project Terrain will continue to evolve through a series of limited-edition drops over the next two years. The collaborators have also revealed plans for a secondary concept line, hinting at future experimentation at the intersection of fashion and wearable technology.
