Weekly Thought-Starter #007: Adapting to a Changing Climate

Date:Monday, January 7, 2019
Author:Charlie Gilbert

If you’re in the fashion, beauty or product design industry, how are you adapting to climate change?

The extreme heatwaves and natural disasters of 2018 mean that more of us are being exposed to the realities of a changing climate. And this has huge implications for brands.

How, for example, should labels – so used to developing spring/summer and autumn/winter collections – respond to longer, hotter summers and later, wetter winters?

How can beauty brands explore how consumers’ needs will shift between these changing seasons, seeing as these needs are only becoming more pronounced?

And how can product designers create solutions that protect people and their living environments from the adverse weather that will become a fixture of our future?

Our latest set of reports, Adapting to a Changing Climate, uncover some of the most ground-breaking – and genuinely life-changing – responses to this greatest of challenges.

Take Swiss fashion brand Qwstion, for example, which has developed a sustainable material solution to fashion’s waterproofing problem. CottonShell, which uses densely woven long staple fibres that expand when wet, is naturally waterproof and windproof thanks to its high thread count.

Or UK wellness brand De Mamiel, which markets Seasonal Facial Oils that address the “changing effect of the climate, the emotional aspects of transition and their impact on the body”. Its sold-out Summer Facial Oil, for example, contains Evening Primrose and Rosehip Seed Oil to shield the skin from the sun’s rays.

Then, on a grander scale, there’s Hunters Point in Florida – a new development that not only has a ‘net zero’ energy footprint, but also protects its residents from hurricanes by using carbon fibre in its homes.

For brands across these three industries, the message couldn’t be simpler: plan for disaster, or risk succumbing to one.

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