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Reebok kits out Generation Z for the great outdoors

Reebok autumn/winter 2019 Trail Collection

US – The sports brand is tapping into the trend for outdoor activities with a collection of trainers and apparel for trekking.

Combining functionality with retro street style, the Reebok Classic Trail Pack includes unisex apparel such as jackets, hoodies and leggings. The line is accompanied by a campaign shot against a series of surrealistic backdrops and terrain, combining Generation Z’s digital aesthetic with the tactility of nature.

The brand has also put a spin on its classic trainers, updating a number of styles into hiking boots for the urban explorer. The new footwear range includes the runner Aztrek ’96 Adventure and aerodynamic Daytona DMX II, which uses cushioning technology to provide more comfortable hikes.

Tapping into our microtrend The Elevated Outdoors, Reebok is showing how Generation Z consumers are increasingly attracted to the primitive nature of activities such as hiking.

A sustainable camper van for luxury roaming

Living Vehicle

Santa Barbara – California-based Living Vehicle has designed a luxury trailer as a high-end yet sustainable answer to mobile living.

The net-zero, all-electric camper van is a complete redesign of the company's previous travel trailer, which sold out in early 2019. To this end, the updated design runs on an automotive-grade lithium battery system and solar power, and includes a number of luxury amenities such as a chef-inspired kitchen, spa bathroom and private home theatre. The redesign also forgoes all wood, with the chassis, frame, interior and exterior skin, subfloor and all cabinets all fashioned from 100% aluminium.

‘I have a vision that this vehicle can fully sustain life and be fully self-sufficient,’ says Matthew Hofmann, CEO of Living Vehicle. ‘That one day we can all travel around not bound by any one site, in a very freedom-driven life, where we get to choose where we want to live without a resource drain on our world. Our goal is zero energy in, zero waste out.’

In the age of Liberation Luxury, Living Vehicle demonstrates how high-end brands are seamlessly integrating into modern consumers’ more itinerant lives. For more on the future of mobility, explore our dedicated vertical.

This bioreactor uses algae to capture CO2

Austin – Hypergiant Industries has announced the launch of a green energy solution that uses algae to sequester carbon from homes and offices.

Intended for use in urban environments, the Eos Bioreactor is a personal appliance that uses AI to optimise algae growth and capture carbon, removing CO2 emissions from the air. As the 55-gallon device generates algae, its biomass can also be used to create fuel, oils, nutrient-rich food sources, fertilisers, plastics, cosmetics and more.

‘Our goal at Hypergiant Industries is to use the world’s best technologies to solve the world’s biggest problems. Excess carbon in our atmosphere is driving a number of massive catastrophes for our planet and pushing us to get off planet and colonise space,’ says Ben Lamm, Hypergiant Industries CEO and founder. ‘This device is one of our first efforts focused on fixing the planet we are on.’

As traditional energy grids buckle under the weight of demand for greener infrastructure, the Renewable Energy Market is growing.

Hypergiant Bioreactor

Stat: American Millennials are wrestling with debt

According to a new study by financial services company Northwestern Mutual, credit cards bills are the leading source of debt among American Millennials. The research found that US adults between 23 and 38 have an average of £22,535 ($28,000, €25,480) in personal debt.

According to Chantel Bonneau, a financial adviser with the firm, this is because Millennials are struggling to balance their lifestyle and their finances. ‘One issue that a lot of Millennials have is that they have not wanted to sacrifice their lifestyle, even though they have student loans or lower incomes,’ she tells CNBC. ‘That has left us in this spot where they’ve accumulated a significant amount of credit card debt.’

Our Millennial Money Market explores how fear of missing out (FOMO) continues to be a factor in this generation’s overspending. To see how brands can encourage healthier financial habits, read about the rise of digital Debt-protectors.