A FOUNDATIONAL COLLECTION THAT REDEFINED 5.11’S APPROACH TO OUTDOOR CARRY.
A FOUNDATIONAL COLLECTION THAT REDEFINED 5.11’S APPROACH TO OUTDOOR CARRY, BLENDING STRUCTURED ORGANIZATION WITH A MORE REFINED, ADVENTURE-DRIVEN AESTHETIC.
The AllHaula Collection marked my first project leading 5.11’s adventure line and played a key role in the brand’s shift away from its traditional tactical positioning. Building on a previously under-supported concept, this collection became a cornerstone of 5.11’s push into the outdoor market. The focus was on translating the brand’s strength in organization into a form that felt more aligned with outdoor users—balancing function, accessibility, and a cleaner, more approachable design language.
