Commercial practice - Branding

Water everywhere

What is water to me?

*Something I should drink more
*Cleanness
*Fear of deep bodies of water
*Childhood fun in the rain
*Snow and Ice
*Waterbending haha

Rain?
Struggle with raincoats (the plastic cheap ones):
they get wrinkled,hard to store them or dry them, they break easily. They do protect better than umbrella, but aren't as convenient. Could they be adapted to fit personal needs? (backpacks, physically impaired people).

Young people dislike for umbrellas or not finding them cool. Umbrellas get broken in strong wind. Have to carry around.

Global warming that is melting ice caps is making water level rise, but the melted ice water is also cooling Gulf Stream which could lead to another ice age.

This could change how we dress in the future, unpredictable future, maybe new materials and techniques.

Its also cold when you're drenched.

On a cold rainy day the falling rain soaks our clothing to make us feel colder. ... The clothing, and layer of trapped air, prevents our bodies from losing heat by convection currents, which transfer heat by circulating air like a cool breeze on a hot day.