JUST UNDO IT.
How to Transform a Hoodie Into (Nearly) Anything.

Just Undo It is a collection of everyday objects generated by folding a hoodie. The project reflects on design as a form of information and narrative capable of transforming what is already available, proposing that design today should offer a product less rather than a product more.

Originally commissioned by GQ Magazine Italia on behalf of Nike, the project was conceived as a communication strategy for a high-end sweater produced in Japan. The proposal deliberately avoided designing a new object, instead introducing a collection of objects that do not exist unless they are made through use, folding, and imagination.

The communication strategy was rejected, and the project was subsequently released independently. Within a short time, Just Undo It became viral online and has since been referenced as a classic and iconic anti-product. The project has come to characterize the practice of Antonio Scarponi and Conceptual Devices, positioning design as a cognitive and operative act rather than a form of production.

Displace - The project displaces the design problem from producing an object to redefining what an object is, shifting value from fabrication to use, instruction, and reinterpretation.

Expose - It exposes the narrative and informational dimension of design, making visible how meaning, form, and function can emerge without material production.

Mediate - Just Undo It mediates knowledge through instruction and demonstration, transferring design agency to the user and translating design into a readable, repeatable operation.

Activate - The project activates the user as a maker, performer, and interpreter, requiring participation for the work to exist at all.