News 05.06.2024

Need to Know

The Opt Outside initiative promotes active lifestyles with free activities, a luxury pet line from Louis Vuitton and cannabis use becomes more frequent than drinking alcohol in the US.

REI Co-op expands Opt Outside initiative with free summer events

Opt Outside by REI Co-op, US

US – Specialist outdoor retailer REI Co-op is reinforcing its Opt Outside commitment by offering more than 300 free classes and day tours nationwide on 15 June. This initiative encourages nearly 6,000 participants to engage in hiking, paddling and other outdoor activities, emphasising the co-op’s dedication to promoting a healthy, active lifestyle.

‘Opt Outside is much bigger than one day of the year – it’s the way we live. It’s the clearest expression of what REI is all about,’ said Ben Steele, REI’s executive vice-president and chief customer officer in a statement. The campaign also includes partnerships with influencers and community groups such as Black Girls RUN! and Latino Outdoors, with the aim to make outdoor activities accessible to a wider audience. In addition, REI will continue its tradition of pausing operations on Thanksgiving and Black Friday to encourage employees and customers to spend time outdoors.

REI’s year-round commitment features 4,800-day experiences and 150 adventure travel trips across North America, highlighting the co-op’s extensive resources and support for outdoor enthusiasts. In our Mass Movement microtrend report, we identified how brands could and should tap into these kinds of in-person outdoor gatherings.

Strategic opportunity

Develop community-focused outdoor events or wellness programmes, partnering with local influencers and groups to promote healthy lifestyles and brand loyalty

Pharrell Williams and Louis Vuitton launch luxury dog collection

Louis Vuitton spring/summer 2025 DOG LVers Men’s Pre-collection, France Louis Vuitton spring/summer 2025 DOG LVers Men’s Pre-collection, France
Louis Vuitton spring/summer 2025 DOG LVers Men’s Pre-collection, France Louis Vuitton spring/summer 2025 DOG LVers Men’s Pre-collection, France

Global – Pharrell Williams wants you to dress better for your dog walks. In his latest venture as creative director of Louis Vuitton Mens, the singer, producer and fashion designer has unveiled DOG LVers, a collection for Dandy Dog Walkers.

The collection features menswear adorned with dog-related details such as footwear patterned with Dalmatian dots, a double-dog portrait silk souvenir jacket, dog portrait bandanas and best-in-show rosettes. As for pet accessories, items such as a bowl, harness, collar and monogrammed kennel are available for pampered pooches.

‘Rooted in the preppy codes observed in the dress of dog shows’, the collection embraces the cosmopolitan culture of dogs and owners living in cities for whom the traditional dog walking attire of wellies and raincoats will no longer suffice. DOG LVers is set to hit stores on 31 October 2024.

In Prestige Pets we previously analysed how fashion brands are getting serious about the once-novelty category of pet apparel, recognising that petwear is quickly becoming the new childrenswear category as Millennial and Gen Z consumers choose to procreate later or not at all.

Strategic opportunity

Luxury fashion brands should follow in Louis Vuitton’s footsteps and expand into high-end petwear – and pet owner-wear — to tap into the lucrative DINKWAD (double-income, no-kids, with-a-dog) market segment

Parachute introduces a take-back programme for home textiles

US – While many fashion brands are introducing circular initiatives, the same cannot be said for home textiles. On 7 June, homeware brand Parachute is launching its own take-back programme for sheets, towels, pillows and robes.

Created in partnership with recycling management company SuperCircle, the programme allows customers to register online to drop off their unwanted textiles at one of Parachute’s 26 US stores. The brand will then ship items to SuperCircle, where the textiles will be sorted and sent to recycling facilities. Donated home textiles will either be fibre-to-fibre recycled or downcycled, depending on the material.

In future, Parachute hopes to upcycle some of the material into new products. ‘The goal would be to look at how we can use our own products and make products that would be desirable to the customer, whether it’s a quilted tote bag or actually becoming bedding once again,’ Parachute founder Ariel Kaye told Fast Company.

For more examples of circular initiatives, check out the Waste Reinvented insight in our 2023–2024 Innovation Debrief.

Photography by CottonBro, Russia

Strategic opportunity

Fulfilling textile recycling is not a requirement in some countries – including the US. But brands can take cues from Parachute, and get ahead of legislation by building this into their business model now, allowing more time to make it work economically

Stat: Daily cannabis use in the US surpasses daily alcohol consumption

Photography by RDNE, US Photography by RDNE, US

US – Daily marijuana use in the US has overtaken daily alcohol consumption for the first time, according to a Carnegie Mellon University study published in the scientific journal Addiction. Researcher Jonathan Caulkins analysed data from the National Survey on Drug Use and Health, which surveyed over 1.6m participants from 1979 to 2022. Findings indicate that 17.7m respondents used marijuana daily or nearly every day in 2022, surpassing the 14.7m who consumed alcohol with the same frequency.

Caulkins noted significant increases in both the frequency of use and the potency of marijuana over the past 30 years. The average THC content in cannabis sold at state-licensed dispensaries now ranges from 20% to 25%, compared to less than 5% in the late 20th century. The study also highlighted a growing trend of marijuana use among older Americans, with those aged 35–49 using cannabis more frequently than younger adults. Given the rise in usage, Caulkins warned that regular marijuana use poses health risks, including lung damage, heart disease and increased rates of poisoning.

In our Cannabis Market Update report, we analysed how the much-hyped cannabis-derived food and beverage market continues to grow and diversify despite a lack of regulatory controls.

Strategic opportunity

In line with local regulations, can you develop cannabis products specifically designed for older adults, such as easy-to-use edibles, tinctures or topicals? Focus on addressing common ailments like arthritis, insomnia and chronic pain

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