Fashion

Supermarkets and grocery retailers are manufacturing cultural cachet from within their existing low-price identity.

In a world of synthetic faces and suppressed appetites, muscle, movement and nudity are becoming marketing’s new markers of authenticity.

Just as consumers have scrutinised what’s in their food and on their skin, they’re now asking the same questions about the materials their clothes are made from – starting with activewear.

Meet the Urban Wayfinder, a Neo-Urbanite who navigates the city by bike, mapping his surroundings and choosing the scenic route over the fastest one.

Meet The Urban Technicalist, a Neo-Urbanite whose wardrobe centres on function, adaptability and material performance, forming an everyday uniform engineered for city life.