Innovation is surely borne from necessity. Penicillin. The light bulb. The Atom Bomb. All projects searching for a solution against the clock, against all odds.
If you’re here, you’re probably familiar with the story of Ventile. The Royal Air Force was losing downed pilots to hypothermia in the frigid waters of the North Atlantic. They tasked The Shirley Institute to develop a high-tech fabric for immersion suits. The result was Ventile - a fabric flexible enough to fly from the cockpit but with enough protection should they hit the water.
The Ventile Immersion Suits were a smash; Popularity ensued for vets and adventure seeking citizens.
The next time Ventile made headlines, it was on the shoulders of a mountaineer. Sir Edmund Hillary, beside Tenzig Norgay as Everest’s original ascenders, needed Ventile to scale the world’s highest summit. Climbing a mountain in swish-swashing goretex might drive you off a cliff. Climbing a mountain in kashmere might find you freezing. Again, Ventile, at the nexus of form and function.
Go to Americantrench.com. Click on “Trench Coats & Outerwear.” Skim and scan.
Do you see it? The price point?
If you’re buying a trench coat from American Trench, you’re going to ask yourself “The Ventile coat costs two or three times as much as the Three Layer.”
“Why would I pay that much more? What’s so special about Ventile.”
You probably don’t fly F-35’s for your day job. Safe to assume you’re not scaling Mt. Everest or K-2 anytime soon, either. Ventile is life saving in those settings. How is my subway commute at all congruent?
Life expectancy for humans on the planet earth has been on a steady incline. I’d say the opposite is true of much of our clothing and material goods. There’s been push back against that - I think of Levi’s “Buy Fewer, Better Things,” campaign. I’m happy about it when I see it. But a product like Ventile truly breaks the mold regarding durability and lifespan. “Why would I pay that much more? What’s so special about Ventile?”
This might be the last piece of outerwear you buy. Ever.