This was a phenomenal post! Having worked at a trend forecasting agency, this is what I consider true trend forecasting: looking at the environmental impacts that will be shaping our fashion choices over the next few years. 100% agree about UPF clothing growing as a key category. I have a few items from the AU brand Solbari (including the gloves), but wish the choices were more fashion-forward. I'm intrigued by Claudent and the gauze sets at Daise and hope to see more of this. I also think you're onto something with water vests making the crossover into everyday wear.
Thank you for the excellent oceanic research and stats at the end. I did research on seaweed as a material for compostable beauty packaging last year and it gives me hope that this could be another answer to carbon sequestration (it it's harnessed appropriately ofc).
Thank you for your kind words :) And totally agree with this! I completely see UPF clothing as a huge emerging category (especially for brands who can provide more fashion-forward items) -- this seems to be what Claudent is working on but I wouldn't be surprised if more brands popped up in the USA.
Adidas track shorts and pants sound more like a trend on it’s own than proper garments for a heatwave. The first thing I want to avoid during summer is the sticky, stinky feeling of sweaty polyblends on my skin.
Regarding ocean protection, I highly recommend Only One (only.one); they’re collaborating on several campaigns against bottom trawling 💙
I think that they are definitely a trend on their own but the heat is just one more reason people gravitate towards them as of late (just a theory, but trends tend to proliferate when they are accessible and meet a need). And thank you for reccing Only One! Going to look into them :)
Totally agree re: natural fabrics! Seeing a lot of this discussion around sportswear especially right now and I could well imagine it spilling over. Quite recently noticed the hand-held pleated fan being sold as POS merch...that felt new and telling. I also read a while back about possible behavioural changes due to climate change i.e. becoming more nocturnal, social activities after sunset etc. that are mildly depressing/interesting but also likely to shift our style.
Love that you also included ocean stats and planning a collab - maybe worth checking out Jonathan Tonkin's Predirections here on Substack?
This heat wave definitely has me dressing diffrently, so this was a fascinating read. I can definitely see your predictions coming true, especially with the parasols! I surmise a lot of sweat wicking fabrications done in more high-fashion silhouettes, too
I think the obsession with natural fabrics (organic cotton/linen/silk etc) will continue to grow as living becomes increasingly uncomfortable
Yes! Totally agree with this
Parasols have already caught on in Australia for summers - I think we looked at Asian students here using them and thought, ooh great idea!
Ah super cool that they’ve already caught on in Aus! Didn’t know this
This was a phenomenal post! Having worked at a trend forecasting agency, this is what I consider true trend forecasting: looking at the environmental impacts that will be shaping our fashion choices over the next few years. 100% agree about UPF clothing growing as a key category. I have a few items from the AU brand Solbari (including the gloves), but wish the choices were more fashion-forward. I'm intrigued by Claudent and the gauze sets at Daise and hope to see more of this. I also think you're onto something with water vests making the crossover into everyday wear.
Thank you for the excellent oceanic research and stats at the end. I did research on seaweed as a material for compostable beauty packaging last year and it gives me hope that this could be another answer to carbon sequestration (it it's harnessed appropriately ofc).
And will also look into seaweed for beauty packaging! This sounds super interesting but I haven't heard of this before
Thank you for your kind words :) And totally agree with this! I completely see UPF clothing as a huge emerging category (especially for brands who can provide more fashion-forward items) -- this seems to be what Claudent is working on but I wouldn't be surprised if more brands popped up in the USA.
Adidas track shorts and pants sound more like a trend on it’s own than proper garments for a heatwave. The first thing I want to avoid during summer is the sticky, stinky feeling of sweaty polyblends on my skin.
Regarding ocean protection, I highly recommend Only One (only.one); they’re collaborating on several campaigns against bottom trawling 💙
I think that they are definitely a trend on their own but the heat is just one more reason people gravitate towards them as of late (just a theory, but trends tend to proliferate when they are accessible and meet a need). And thank you for reccing Only One! Going to look into them :)
Fab article! Powerful insights xC
Thanks!
Totally agree re: natural fabrics! Seeing a lot of this discussion around sportswear especially right now and I could well imagine it spilling over. Quite recently noticed the hand-held pleated fan being sold as POS merch...that felt new and telling. I also read a while back about possible behavioural changes due to climate change i.e. becoming more nocturnal, social activities after sunset etc. that are mildly depressing/interesting but also likely to shift our style.
Love that you also included ocean stats and planning a collab - maybe worth checking out Jonathan Tonkin's Predirections here on Substack?
And thanks for the recc! Will look into Jonathan Tonkin
Super interesting! I didn't even think of the behavioral changes. Maybe we are all going to be on a Spanish timetable by the end of the decade
This heat wave definitely has me dressing diffrently, so this was a fascinating read. I can definitely see your predictions coming true, especially with the parasols! I surmise a lot of sweat wicking fabrications done in more high-fashion silhouettes, too
Thanks!!
Thank you for discussing climate crisis and solutions.
Commenting to stay on top of this conversation, ty!
Ty 🫶