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In launching its EverPuff jacket, Everlane also outlines the puffer's future trajectory: from initial purchase (USD 298) to potential repair, eventual resale via the company's Re:Everlane platform, and finally, recycling when the garment can no longer be worn. The jacket's design reflects this multi-stage lifecycle, with nearly every component sourced from certified recycled materials, from down insulation to water-resistant shell. Made of mono-materials, it's also designed to be easily disassembled. A repair warranty reinforces the expectation that ownership involves maintenance rather than disposal.The approach signals a broader shift in how outerwear brands position durability. Rather than emphasizing newness or seasonal refresh, Everlane frames the EverPuff as an object designed for longevity and circularity. The recycled down comes from post-use bedding and outerwear; the shell carries bluesign certification and is waterproof without using PFAS. When a customer eventually parts with the jacket, the brand provides infrastructure for its next chapter, whether that means connecting it to a new owner or ensuring its materials re-enter production cycles.TREND BITEFeatures like resale and material recycling are normalizing the idea that products live multiple lives. Everlane isn't just selling a coat; it's selling participation in a regenerative loop and clearly spelling out the steps it has taken. The language of longevity ("season after season," "repair warranty") turns ownership into stewardship. Consumers weary of fast fashion's waste cycle are being invited to enter into a new or, rather, a very old-fashioned type of relationship with their possessions. One built on care, not replacement. As climate pressures intensify and younger shoppers prioritize brands demonstrating genuine commitment to circularity, mapping a product's full lifecycle will become a hygiene factor.
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Catch up on select AI news and developments from the past week or so. Stay in the know. Read the full article at MarketingProfs
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Discovery Vitality is integrating sleep tracking into its health and wellness platform, partnering with Finnish health technology company URA to offer the URA Ring 4 to qualifying members. From mid-October 2025, those members can access the wearable device either fully funded or at a 25% discount, marking the first time the URA Ring 4 will be available in South Africa. The move positions sleep alongside nutrition and exercise as core pillars of the insurer's Vitality program.The initiative introduces two key components: the Vitality Sleep Score, which converts complex sleep data into a single metric measuring the causal impact of sleep on health risk, and Vitality Sleep Rewards, launching in 2026. Members will earn rewards by meeting personalized weekly sleep goals based on duration, regularity and quality metrics. Sleep tracking will be available through Apple, Garmin, Samsung devices, the URA Ring 4 or an in-app tracker for those without a wearable.TREND BITEDiscovery's sleep integration reflects growing recognition that rest deserves equal billing with diet and exercise in preventive health strategies. Analysis of over 47 million sleep records revealed that one in two Vitality members has at least one sleep metric out of range, while those who don't sleep enough face a 22% higher risk of death and significantly elevated risks of diabetes, heart disease and depression. By making sleep measurable and tying it to tangible rewards from Discovery Miles to lower insurance premiums the company is betting that data-driven incentives can shift behavior at scale.The approach extends beyond individual wellbeing: Discovery Insure data shows that around 50% of the impact of sleep on driving accident risk stems from chronic poor sleep, not just acute fatigue. As employers and insurers worldwide grapple with rising healthcare costs and workplace productivity challenges, Discovery's model offers a blueprint for treating sleep not as a lifestyle choice, but as a quantifiable health imperative with real-world consequences.
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