The surprise return of She-Hulk fashion designer Luke Jacobson from Marvel’s North Dakota Series

In the last episode of She-Hulk: Lawyer, “Mean, green and straight poured into these jeans,” eponymous Jade Giantess (Tatiana Maslany) meets designer Luke Jacobson (Griffin Matthews). This key character is a deep cut from the panels of Marvel Comics, first appearing in a title unrelated to the superhero’s main continuity: North Dakota.

On the Red Carpet at the series premiere, Matthews talked about participating in the MCU, stating that trying to contain the excitement is pointless: “[y]you just scream,” Matthews said. “I didn’t know what was going on. They keep everything very, very secret. I didn’t get excited until they were like, so let me tell you who you are.” Matthews went on to confirm that Jacobson will continue to appear in the first season of it-Hulkstating that the character will appear in episode 5 “and beyond”.


Jacobson first appeared in North Dakota (1986) #1 by Martha Thomases, Tony Salmons, Christie Scheele and Jim Novak. The issue was titled “Design to Die” and Jacobson featured prominently in the plot. The story followed private detective North as she took on a case about designer Jacobson, who was being harassed with “nasty letters and phone calls”, leading to someone throwing a stink bomb into his office during an important meeting . North successfully solves the case, and in an epilogue set at one of Jacobson’s parties a few weeks later, North notes that she loves “a man whose controls are clear.”

At the end of the fifth episode of it-Hulk, it was revealed that one of Luke Jacobson’s other clients was none other than Matt Murdock (Charlie Cox), AKA Daredevil. This makes sense, as North’s character eventually made it into the main Marvel Comics continuity, appearing in Daredevil.

Related: Is She-Hulk’s Luke Jacobson More Than Just a Marvel Easter Egg?

Meet Ronnie: The Many Tailors of Daredevil

In the panels of Marvel Comics, which depict a world where the Avengers are just part of the landscape, the idea of ​​fashion designers specializing in costumes for superheroes is nothing new. Just one example is Ronnie, who runs a shop called Big Ronnie’s Custom Battle Spandex, first seen in Incredible Gwenpool (2016) #1 by Christopher Hastings, Gurihiru, Danilo Beyruth, Tamra Bonvillain and Clayton Cowles.

However, according to the dialogue (and a window sign ad) in that issue, Ronnie is also responsible for making at least one costume for Daredevil. How many stylists does a lawyer need? Perhaps the answers will be revealed in later episodes it-Hulk.

New episodes of it-Hulk are available to stream on Thursdays on Disney+.

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