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'The Lifejacket' Will Have You Staying Afloat of Style

By: Robyn Currie - Published: Jun 9, 2010   Updated: Aug 17 2011 • References: yankodesign
I know my big concern when I am preparing to enter a watercraft is whether the life-preservers are sufficiently cute enough. Now I can boat easily with 'The Lifejacket.'

Designed by Fraser Reekie, The Lifejacket is geared to look more like a piece of sporting apparel, rather then a piece of lifesaving equipment. Gone are the straps and awful orange color; in are zippers and something that could pass as an outdoorsy style vest.

Implications - Today's consumer is no longer interested in pieces that play one purpose. Further, the mass concern for health and well being is at an all-time high, as mass breakouts of diseases like SARS or the bird flue have increased paranoia. Thus, products that combine everyday function with health concerns will fare well with consumers.