There was a time when I built unreasonable things.

In 2010, I designed and developed the ICON Metal God jacket.

125 die-cast metal skulls mounted on a hand-washed leather chassis.

We only made 100. Each one individually signed and numbered. It was excessive. Heavy as f*ck. Wicked expensive. And completely impractical by modern standards.

Which was precisely the point.

The Metal God wasn't built to satisfy market demand. It was built because I wanted to build it. The kind of product nobody needed. Many people internally doubted. And then the entire industry talked about.

It was a risk that worked.

The marketing campaign didn’t even run until after the jackets had already sold out. That was intentional. And very me. It wasn't about selling the actual jacket. Those had sold out within days of launch.

The campaign existed to document the artifact—to prove it had existed at all. To tell the story of the Metal God and why it needed to exist.

Fifteen years later, and people are still on the hunt for this jacket.