Reebok have taken their EasyTone shoe concept to clothes. They have released tops and trousers that create resistance with every move, giving them the same toning capabilities.
Why it matters
Functional clothes are on the rise, even those that now are deliberately uncomfortable to wear (with resistance to every move). Will fashion brands have to tick a growing number of boxes - style, function, value, health and fitness – in order to remain competitive and relevant to consumer demand?
Beauty consultants hired by the California Milk Processor Board took over Macy’s beauty counters as part of a "Beauty by Milk" campaign, sponsored by "Got milk?" and its Spanish-language counterpart, "Toma leche." The consultants gave tips on how to keep your skin, hair and nails healthy, and served milk-based drinks to customers.
The Red Cross in Singapore and more than 12,000 professionally trained people who can give first aid now use the iPhone app “Rapid Rescue”. In case of an emergency, users can activate the app and an alarm is sent to first aid givers within a range of 2km. Directions on a map are also provided.