Overload — 25 Year Anniversary Project
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Overload — 25 Year Anniversary Project *
To mark 25 years of Overload Skate Shop, I led the concept, creative direction, and production of a multi-part anniversary project. The work brought together product design, curation, archival storytelling, and a community-focused event, with the aim of creating something that felt considered, authentic, and true to the culture that has shaped Overload since the beginning.
The project included a limited-edition apparel capsule, a 25-artist group exhibition, an archival display drawn from the shop’s history, and a launch event. Each element was approached with intention and respect for the milestone, with a clear focus on quality, detail, and community rather than scale.
The 25 Year Anniversary capsule drew on Overload’s visual and physical history, including colour references from the original storefront and interiors. Each style was limited to 25 units, tying directly to the anniversary milestone.
Every graphic included a silver element, the traditional 25-year anniversary detail, adding a subtle, refined layer without overwhelming the garments. The range was built on premium pieces, from heavyweight tees and a quality crewneck to a custom baseball jersey that became the hero item.
Each piece was packaged in a special anniversary box, reinforcing the one-time-only nature of the release. The resulting collection felt collectible, considered, and true to the shop’s legacy.
The archival exhibition was designed to showcase Overload’s evolution over 25 years. In collaboration with founder Kevin Marks (Lookback Library), we sourced photographs, flyers, graphics, t-shirts, and decks spanning the shop’s earliest days through to the present.
Instead of a traditional timeline, the exhibition focused on defining moments — the people, spaces, and details that shaped the shop’s identity. Plaques and written descriptions provided context without over-explaining, allowing visitors to engage with the material at their own pace.
The archive functioned as both a historical record and a celebration of the community, consistency, and independence that have defined Overload’s longevity.
The event brought all elements of the project together for the launch. The evening combined the release of the apparel collection with the group exhibition and archival display, turning the milestone into a shared experience rather than a purely retail moment.
It was intentionally community-focused, prioritising local support, familiar faces, and long-time contributors to the shop. From the artists involved to the partners who supported the night, the emphasis was on collaboration and gratitude rather than spectacle.
By releasing the product in-store first and centering the event around the people who have supported Overload over the years, the celebration reflected the values that have sustained the shop for a quarter century.
