Need to Know
18 : 07 : 22

Hamburg – To coincide with the launch of its latest print issue, MC1R magazine has launched a limited-edition ‘redhead approved’ suncream as a playful nod to its readership. The cruelty-free, SPF50 product is the result of a partnership with German suncare brand Suns Care, with the bottle designed by Yulia Rozova.

Named after the melanocortin 1 hormone receptor, the so-called ginger gene behind red hair, the magazine occupies a specific niche but is well known for its dedicated community and graphic design. The bottle leans into the latter, with a bold all-caps typeface, vivid purple backdrop and contrasting orange sun logo. Perfectly timed for its summer issue, the release is a nod to the fact that redheads are highly susceptible to the sun. Speaking about the ‘redhead approved’ claim shared on the bottle, MC1R’s editor Tristan Rodgers says: ‘This claim is nice to communicate the concept with a bit more fun: with the strong design we are also loud on the flacon [bottle] and packaging.’

As SPF’s skintellectual future comes to fruition, this release puts a fresh and community-based spin on leisure-enhancing suncream, speaking directly to the magazine's audience in a way that feels personal and authentic.

North America – To produce the latest version of its HERON01 sneaker, the streetwear brand has been tapping into feedback from beta testers who purchased the first iteration of the shoe in late 2021. Using detailed feedback on form and function has allowed it to update the design to create a better fit with improved support.

The sneaker is a collaboration with Zellerfeld, a 3D-printed shoe design company founded by a group of engineering students in 2015. The 3D-printing technology used to create the shoes allows customer feedback to be incorporated into future designs without significantly affecting manufacturing costs. Updates can be input via software and printed out immediately – rather than undergoing the time-consuming trial and error process associated with traditional footwear design. Zellerfeld plans to expand its operations to continue tapping into the potential of 3D-printed sports performance wear, with beta testers set to be a regular part of the process.

With consumers increasingly expecting a say in how the brands they love operate, this collaboration sets a template for how both brands and customers can benefit from Dynamic Democracy in action.

While reality tv show Love Island has historically been known for promoting fast fashion, this year’s collaboration with second-hand marketplace eBay is already pointing towards a promising consumer shift.

According to findings from the show’s network ITV, searches for ‘pre-loved fashion’ on eBay have risen 700% since the announcement, while Google has reported 756% more searches for ‘eBay pre-loved clothes’. Since the tie-up between Love Island and eBay was revealed in May, these results already indicate viewers’ willingness to adopt more sustainable habits.

Brett Staniland, a former contestant from Love Island, says: ‘The impact Love Island has socially and culturally in the UK is huge, as well as setting a precedent for other popular tv shows, so I’m still optimistic as to which other shows might change their sponsorship and where this all goes in the next few months.’ These figures demonstrate the powerful impact that media and communications can have on elevating Second-hand Brands.