How ACRONYM Changed Design: An Hour with Errolson Hugh

An hour with Errolson Hugh, cofounder of ACRONYM GmbH. We talk early life, influences, martial arts, starting the brand, and the design principles that shaped ACRONYM’s now-classic DNA. This is a deep dive on first-person design, function, and the systems thinking behind design. What you’ll learn • How discipline and martial arts inform Errolson’s design process • The path to founding ACRONYM and building a studio that prioritises function • The principles behind ACRONYM’s classic silhouettes and pocket systems • First-person design vs third-person design in real use • Advice for designers on craft, iteration, and longevity