US – Denouncing America’s daily firearm casualties, Mother Goods has introduced Kickback, a line of bullet-resistant amenities and loungewear.
Designers Tian Wang and Teague Miller partnered with fashion designer Minnie Park from Mirae Studio to create the collection of ‘loungewear built for inaction’. The entire Kickback line is made with Kevlar, a synthetic fibre that is bullet-proof and knife-proof.
Soon available to purchase, the hand-crafted bathrobes are lined with ballistic aramid fibre body plates, offering protection and tranquillity needed in a country where ‘you can get shot by anyone, anywhere, at any time’. The robe comes with matching slippers to shield the wearer from self-inflicted accidents and is reportedly comfortable ‘unlike the truth’, according to the product description.
Through this collaboration, designers weaved in their know-how and used satire to call out America’s looming gun violence problem – an example of how Elastic Brands successfully respond and adapt to the social climate.
Strategic opportunity
The Kickback line encapsulates how fashion brands can use their platform for activism and channel creativity and satire to raise societal issues