These Are High-Tech Puffers for Normies

Double Tap to ZoomStyleThese Are High-Tech Puffers for NormiesThere are entire corners of the streetwear industry dedicated to making winter coats sound like they were engineered to survive the apocalypse. And then you have FreshService, the Japanese lifestyle brand that operates largely like a more alt-clothing-forward Muji, with a much more realistic take on dressing for annoying weather conditions.FreshService’s latest round of pieces made with Pertex Quantum, a lightweight material that is as warming as it is light, are proof of concept. It’s all pretty straightforward stuff — blue ‘n grey puffers with hats and scarves and pants and bags to match — which is why the blessedly whimsical campaign makes it look so good.Rather than enlist a cast of gorp guys to brood into the windy distance, FreshService has recruited what look like regular people to take on the elements. Elements, that is, in the form of airborne paper planes, autumn leaves, and assorted urban detritus. So, instead of the apocalyptic “treading into the unknown” narrative, we have people navigating the modern terrain we experience the most in the west: the sidewalk.The clothes are put through their paces in the most FreshService way possible — with a sense of humor. In particular, the photos with the balloons amplify this jovial attitude, if not just amplify the lightness of Pertex.The real MVP of the collection is, naturally, the leaf blower used behind the scenes. Somewhere behind the scenes, someone has clearly realized that the easiest way to simulate a hostile environment is to point a powerful gust of air at a person in a puffer jacket and let the chaos unfold. It’s gloriously low-tech, vaguely ridiculous, and considerably more entertaining than another campaign about conquering nature.Pertex is the technical selling point, but the sense of play reigns supreme.Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit our SHOPPER page and subscribe to the newsletter for recs on all things fashion, footwear, and beauty.We RecommendGraphpaper Is Making the Case for Hiking in SuitsWhen the Work Uniform Is So Wrong, It's RightHow To Improve Upon Military Outerwear Perfection?What To Read Nextadidas Is Making Comfortable Dressing Look Considerably CoolerPurple Is the Warmest ColorJapanese Artist Mariko Mori Predicted Our AI FutureThis Just In: Wool Shirts Are HotNike’s Oldest Sneaker Thrives in the Gray AreaThe PIFT Class of 2026 Has Something To Show You