Fashion & Design (176)
Cork makes a buoyant return
We often associate cork with wine. But the Portuguese company AHUA is using the material for what was one of its original purposes: buoyancy. The company makes and sells thin surfboards and handplanes (surfboards for hands) made of light and eco-friendly cork. The project was funded thanks to an entrepreneurship prize and crowd funding website Massivemov.
Why it matters
Being one of Portugal’s most exported products – it accounts for 55% of the world’s cork production – it’s nice to see a variation of its use. The project in itself is an example of creating new with what you already have. What can big brands learn from the modus operandi of startups backed through crowd funding platforms like Massivemov or Kickstarter?
17. May 2012
Adidas France launched an experiential campaign called “Ready to Run”. The sportswear brand is challenging random teenagers who try on a pair of Climacool trainers in store. The potential customers are ‘kidnapped’ and given earphones with instructions to carry out a mission that will make them run across the city. They are also filmed as they carry out their operation.
“Metrosexual” is yesterday’s news as men ditch skinny jeans for styles that show off brawn instead. A peek of chest hair is the menswear look du jour, or as some in the fashion world deemed it, “heavage.” Men’s salons like HALO in Chicago have ditched pampering themes for rugged treatments like The Man™, The Buff™ and The Beard™. According to one of our own trendspotters sporting the look, “It’s Manuary.”