Safety and Style

I've said before that the trick to a successful brand often lies in a paradox - either resolving it or celebrating it.

For my first post this year, here's another first: "A beanie that's as safe as a helmet."

Antiordinary is a helmet for skiers and snowboarders which is soft and flexible (and looks to all extents and purposes like a woolly hat) but which hardens on impact. This is achieved via use of non-Newtonian materials (I had to check that one, but it's liquids that don't obey the usual viscosity rules, such as quicksand, ketchup or do-it-yourself cornflour slime), which is a good association for the brand name.

The helmet is the brainchild of 3 jolly-looking Aussie guys, who use words like "rad" and "shredding" on the website, but assure us that the helmet, once launched (via Crowdfunder) will get all the usual required safety certification.

All of this leads neatly into the paradox this solves: safety and style in one, conforming in a non-conformist way - what could be more perfect for the young target market?

And why stop at ski-ing? I am sure there are helmet opportunities to be had far and wide.