The We Are On the Edge Jacket by Marie-Elsa Batteux is Ready for Doomsday
Meghan Young — November 12, 2013 — Fashion
References: marie-elsabatteux.fr & fastcodesign
The world may have not ended in 2012, but with Typhoon Haiyan, one of the strongest storms in recorded history, still wreaking havoc throughout Southeast Asia, the We Are On the Edge jacket may be more than just a gimmick. It certainly looks legit. It is a silver camouflage coat that is equipped with ninja-esque blades for self-defense, flotation devices, oxygen mask, an eye protector, neon signaling devices and a golden space blanket. It even boasts water and food supplies in the lining and a first aid kit.
Designed by Marie-Elsa Batteux, the We Are On the Edge jacket is inspired by the Prepping Movement. Batteux writes, "I tried to picture a world where Prepping becomes mainstream and gets integrated into the DNA of everyday products."
Designed by Marie-Elsa Batteux, the We Are On the Edge jacket is inspired by the Prepping Movement. Batteux writes, "I tried to picture a world where Prepping becomes mainstream and gets integrated into the DNA of everyday products."
Trend Themes
1. Doomsday Fashion - The rise of doomsday fashion, which includes apocalypse-ready apparel that features survival components, represents an interesting market opportunity for retailers.
2. Prepper Products - Products designed for preppers, such as the We Are On the Edge jacket, indicate the potential for new markets and revenue streams in the disaster preparedness industry.
3. Survival Gear - The demand for survival gear, whether for extreme outdoor activities or emergency preparedness, propels a market growth that encourages innovation and competition among producers.
Industry Implications
1. Outdoor Apparel - Outdoor apparel industry players may consider incorporating survival-focused features into their designs to target a new segment of buyers and stand out in a saturated market.
2. Emergency Kits - Emergency kit companies may benefit from creating products that are compact, portable, and multifunctional to cater to consumers who prioritize disaster preparedness and survival.
3. Sports and Adventure - Sports and adventure companies may diversify their product lines with survival equipment and kits targeting enthusiasts who enjoy extreme activities in remote locations.
3.5
Score
Popularity
Activity
Freshness
