In early 20th century Southern California, jack rabbit drives were staged across open land.

Thousands of people would line up and move inward, driving rabbits toward a central point and exterminate what they considered pests. What started as a practical form of population control quickly became a public spectacle and a exercise in overkill.

how quickly an action lose purpose once it becomes routine?

At the drives' peak, a single afternoon could yield 10,000 dead rabbits. Most were left where they fell.

Consumer culture works the same way.

Clothing gets produced en masse not because it's needed but because this system rewards output. Garments move from the factory to the closet to the landfill without ever being Meaningful.

Most people Don’t count what's lost, only what’s made.

Shoot the Hip is derived from that image.

When everything is available to us then nothing is valued. When clothing is endless it becomes disposable.

In the end, what killed the Rabbit drives wasn't conscience, it was that THe land ran out of rabbits. The system exhausted the thing it depended on until there was nothing left.

Project Jack Rabbit is what we have titled our effort to interrupt that cycle. From our studio in Los Angeles, CA, we make garments that are considered and durable, from salvaged materials.

Our mission is minimizing waste while producing pieces that are worth keeping around.

Shoot the hip values what is available and we do our best to provide a sustainable source for purpose driven style.