Unexpected Impact: Ryan Gosling's Cardigan in 'Project Hail Mary' Sparks a Surge in Popularity

The 2026 science fiction film "Project Hail Mary," starring Ryan Gosling, has sparked an unexpected fashion trend.

The wardrobe of Gosling’s character, Ryland Grace, includes a distinctive hand-knitted cardigan featuring a fox design. This garment is a recreation of the Cowichan-style cardigan by the Canadian company Mary Maxim, which originally featured wolves in its classic version.

Mary Maxim was founded in the mid-20th century by Willard S. McPhedrain. It began as a manufacturer of spinning wheels that delivered goods by mail. However, the business soon expanded, earning a reputation for its high-quality knitting yarn. By the late 1950s, the company gained widespread popularity for its bulky knit sweaters adorned with patterns inspired by North American wildlife. For over half a century now, Mary Maxim has been selling DIY craft kits.

The Cowichan cardigan joined the brand's lineup after McPhedrain traveled to British Columbia and drew inspiration from the knitting traditions of the Cowichan people on southeast Vancouver Island. These sweaters were knitted from white or undyed wool, featured a button or zipper closure, were hip-length with a shawl collar, and were typically decorated with local or sporting motifs.

Costume designer Glyn Dillon located a vintage sample, but actor Ryan Gosling insisted on a last-minute change, replacing the wolves with foxes, animals he particularly admires. Gosling suggested the swap after observing the urban fox population in London. Working on a tight schedule, the film's costume department produced five replicas of the sweater. The team also softened the animals' facial features and changed the original red paw prints to a neutral tone to better suit the character's persona as a teacher.

Capitalizing on the surge of interest following the film's debut, Mary Maxim released an updated "Project Hail Mary version" kit, with the first batch selling out almost instantly.

Online crafting communities are buzzing with discussions about technical knitting details and are offering finished cardigans for sale. Renowned knitters like Jacqueline Ziegler report a flood of orders for these specific sweaters. Even five-time Olympic medalist Tom Daley took to social media to share the process of creating his own version of the Gosling cardigan.

Such viral trends inspired by celebrities are encouraging people, particularly Gen Z, to embrace traditional hobbies. Perhaps the world is growing tired of fast fashion and digital entertainment.