5
ME(s)
WE
PHYSICAL WORLD
needs safeguarding
TH10 - NEW ORIGINS TECH-PRIMITIVE, LAB STYLE RUNNING
WEAR, CENTERED ON THE STRUCTURES
OF NEW MATERIALS.
TH11 - EPIC-NOMADISM SLEEK NORDIC STYLE HIKING GEAR
INSPIRED BY EXPLORERS.
TH12 - ATMOSPHERIC REFLECTIONS ARTIVIST URBAN OUTDOOR, RELAYING
GLOBAL WARMING IN A POETIC TACTICAL
STYLE.
page
112 4. THE VENTURE MACROS VISION of the future + Epic CULTURE
CONSUMER EXPECTATIONS Narrative vector
STRATEGIC SOLUTION Ambitious commitments
CREATIVE SOLUTION Epic utility
KEY COLOURS SOLUTION Radiant Climatics
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38
TH03 - PHYSICAL SOPHISTICATION A SCULPTURAL FITNESS WEAR THAT
PLAYS UP DECORATIVE ACTIVE SEAMS.
TH04 - FUNCTIONNALITY AT ITS PEAK A HIGH-MOUNTAIN RANGE, PARTICULARLY
FOR SKI TOURING, FULL OF CLEVER
DETAILS.
TH05 - PURE ENGINEERING MINIMALIST TEXTURED BODYMAPPING
GYMWEAR.
2. ABSOLUTE MACROS Conscious LUXURY + Elitist CULTURE
CONSUMER EXPECTATIONS Bankable sobriety
STRATEGIC SOLUTION Know-how and making known
CREATIVE SOLUTION Refined ostentation
KEY COLOURS SOLUTION Contrasting Bankables
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70
TH06 - EYE-CATCHING EMULATION A SPORTS GROUND RANGE OF HYPNOTIC
PRINTS AND JACQUARD.
TH07 - BOARD SPORTS IN TRANSITION FREESTYLER SNOWWEAR, A CROSS
BETWEEN CITY AND SNOW, WITH A CHEEKY
TOUCH.
TH08 - TECH-MAGNIFI-SCIENCE CROSS-COUNTRY WEAR AND TRAIL WEAR
DRAMATIZED IN REFLECTIVE QUILTING AND
PRINTS.
TH09 - RE-MIX CLIMB UPCYCLED LUCKY CHARM STYLE ICONIC
CLIMBING WEAR.
3. RE-GLAM MACROS Sustainable glam VISION + Festive RELATIONSHIPS IRL
CONSUMER EXPECTATIONS Party on nevertheless
STRATEGIC SOLUTION Appealing eco-event
CREATIVE SOLUTION Eco-Fancy
KEY COLOURS SOLUTION Ardent Glams
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114
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40
page
124
page
50
page
134
page
60
Relating to others / The c omm
on inte
res t
Rela ting t
o self / Individual interest
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72
page
82
page
92
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102
