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Vollebak鈥檚 Relaxation hoodie
(Photo: Sun Lee/Vollebak)
Vollebak鈥檚 Relaxation hoodie
Vollebak鈥檚 Relaxation hoodie (Photo: Sun Lee/Vollebak)

What the World Needs Now Is Clothing Made for Mars


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With fabrics created from alga, graphene, and copper, and hoodies built to last a hundred years, two British ad men are creating the apparel and gear of the future


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The first piece of Vollebak clothing I ever held in my hands was the planet earth hoodie, which landed on my New York City doorstep in late February 2020. The 30-person company was founded in London in 2015 by twin brothers Steve and Nick Tidball, who鈥檇 come from the world of advertising and displayed a penchant for highly technical, highly conceptual adventure clothing. The brand is small鈥斺淲e鈥檙e not going to give Nike any sleepless nights,鈥 Steve said鈥攕o the brothers rely on fervent word of mouth and offbeat marketing. In 2019, for example, to launch their incredibly niche Deep Sleep Cocoon鈥攁 鈥渟elf-contained microhabitat鈥 to help the wearer shut out the noisy world of long-haul space flight鈥攖hey rented a billboard across the street from SpaceX, in Hawthorne, California, that read: 鈥淥ur jacket is ready. How is your rocket going?鈥 (No response from SpaceX founder Elon Musk, but the brothers said that they did get an invitation from NASA to give a talk.)

The Planet Earth hoodie, made from Australian merino wool with a brushed-fleece interior, struck me as well-made and comfortable, if hardly revolutionary in a world swimming with hoodies. There was one detail, however, that stood out: a hinged merino face guard of sorts, with small ventilation holes. 鈥淔rom NASA space helmets to explorers鈥 balaclavas,鈥 read the company鈥檚 description, 鈥減rotecting your face and head has always been high up on the list of priorities for people on a mission.鈥 Fair enough, I thought, even if my 鈥渕ission鈥 rarely went beyond typing at my laptop.

And then, a few weeks later, the pandemic struck. Suddenly, the idea of covering one鈥檚 face no longer seemed extreme. Like most everyone, I spent a not insignificant portion of the next two years behind a mask. And at the height of the pandemic, when the sound of sirens filled my Brooklyn neighborhood, I often found myself throwing on my Planet Earth hoodie and pulling up the merino visor over my N95 for an added layer of protection. What I鈥檇 first dismissed as folly now seemed eerily prescient.

Flash forward nearly two years and I鈥檓 in the cozy Vollebak offices near the Soho section of London, hovering around a conference table with Steve and Nick, admiring their latest piece of space-inspired clothing, the Mars jacket. Sleek and shiny, it looks plucked from the set of Dune. The company describes it as 鈥渋ndustrial workwear fit for any planet.鈥 Nick, who trained as an architect and handles the design work, excitedly points out the details. It is made from ballistic nylon to resist the corrosive effects of space dust. There鈥檚 an abundance of Velcro straps, 鈥渁 gravity surrogate in space,鈥 he says. And there鈥檚 a 3D-printed 鈥渧omit pocket鈥 containing an orange PVC sack, should you suffer space-adaptation syndrome, a type of motion sickness. 鈥淭he vomit bags are really beautiful,鈥 he says. They鈥檙e designed with large deployment tabs and are brightly colored because, he notes, 鈥渨hen you鈥檙e puking, your eyesight鈥檚 crap and the vomit bag has to be really, really recognizable.鈥

Steve, who sees to the company鈥檚 sales strategy, admits that the actual functional market for Mars clothing is precisely zero. 鈥淏ut the idea is, we鈥檙e probably not going there for 30 years,鈥 he says. 鈥淚f we鈥檝e been designing clothes for Mars for 30 years, testing them on earth, I鈥檒l reckon we鈥檝e got a good shot at making decent clothes for Mars.鈥 Not everyone who goes, he says, will be 鈥渁 Russian cosmonaut who鈥檚 been training for 20 years.鈥 Instead, he says, it will be regular people with regular human needs who won鈥檛 want to live in a space suit 24/7.

鈥淣o one,鈥 he says, 鈥渉as asked us to do this.鈥

Clockwise from top left: Black Squid jacket; Apocalypse jacket; Blue Morpho jacket; The Plant and Pomegranite hoodie ; Ice-Age fleece; Off-Grid shell
Clockwise from top left: Black Squid jacket; Apocalypse jacket; Blue Morpho jacket; Plant and Pomegranate hoodie; Ice Age fleece; Off Grid Dyneema shell (Photos: Sun Lee/Vollebak)

Clothing鈥檚 precise historical origin point is still up for debate. But, Steve says, 鈥渆ssentially, prehistoric man built it to survive the Ice Age.鈥 Apart from physical comfort, there was also status at play鈥斺渒eep you warm, keep you dry, tell someone you鈥檙e the king.鈥 Since then, he argues, 鈥渨e haven鈥檛 really gone tremendously far past that.鈥 Over the next century, however, he foresees a fundamental shift in what clothing does. 鈥淐ould it,鈥 he asks, 鈥渉ack our parasympathetic nervous system? Could it light you up at night? Could it interact with technology?鈥 Appropriately, the company鈥檚 mood boards, displayed on the walls of the office, look more like scenes from a science fiction novel鈥攂ristling as they are with speculative technology and 鈥渋nevitable futures鈥濃攖han the fashion runway. The racks are filled with T-shirts made from beech and eucalyptus fibers and dyed with black algae, and they can be added to your compost pile when you鈥檙e done. They also contain the 100 Year hoodie, Vollebak鈥檚 flagship product, designed to last an entire century. (It used to have an option for customers to pay $4.95 annually for the garment instead of the $495 one-time price listed on the website.) You鈥檙e more likely to find a copy of a materials-science journal lying around than the latest Pantone color-trend forecast.

The identical twins, who are 43 years old and whose faithful resemblance is underscored by their matching hair (tousled, sandy), function like a sparking, dual-carburetor engine, constantly erupting with thoughts, stories, and scenarios, taking pains to avoid finishing each other鈥檚 sentences (but not always succeeding). They brim with high-octane enthusiasm. Everything is 鈥渋nsane鈥 or 鈥渁bsolutely brilliant.鈥 Unabashedly wonky and refreshingly unfiltered, they come across like some combination of the brothers Wright and Gallagher. Steve tends to sketch the big pictures, while Nick will geek out on some detail, often self-deprecatingly declaring that he doesn鈥檛 read as many books as his sibling. They keep a playful banter on a constant low boil. 鈥淚s he talking shit?鈥 Steve asked when he came into the room where I had been talking with his brother. 鈥淚鈥檓 just saying loads of quotes they won鈥檛 be able to use in the magazine,鈥 Nick said.

At first glance, the company鈥檚 clothing resembles the austere, logo-less cyberpunk techwear produced by brands like Acronym or Veilance. And the pricing is on par. Its Off Grid Dyneema shell, 鈥渢he strongest rain jacket there is,鈥 will set you back a cool thousand bucks. Some of the hoodies, by contrast, seem a comparative bargain at $295, but most likely you will have to get on the waiting list. (The brothers wouldn鈥檛 share details about the company鈥檚 sales or revenue, but 鈥渢he graph is going up and to the right,鈥 Steve said.) What distinguishes Vollebak is an emphasis on cutting-edge materials and technologies. Scott Fulbright, the CEO of Colorado-based Living Ink Technologies, whose company supplies the organic pigments in Vollebak鈥檚 Black Algae T-shirts, says, 鈥淭he first time I spoke to Steve Tidball, I could tell they were different. They were willing to take on risk and try new things, where very few groups actually do.鈥 Appropriately, the name Vollebak is a Flemish term, often used in cycling, meaning to go all out.

Clockwise from top left: Copper base layer; 100 Year ski pants; Mars pants; Garbage sweater; Full-Metal jacket
Clockwise from top left: Copper base layer; 100 Year ski pants; Mars pants; Garbage sweater; Full Metal jacket (Photos: Sun Lee/Vollebak)

In 2018, the company produced a jacket made from graphene, a material comprising a single layer of carbon atoms, first constructed in a Manchester lab in 2003 by a team of scientists led by physicists Andre Geim and Konstantin Novoselov. (The pair would go on to win the Nobel Prize for their work.) It鈥檚 the world鈥檚 thinnest, strongest substance. 鈥淭his is not a single layer of graphene,鈥 says Steve as I finger the jacket. 鈥淚f it was, it would cost about $100,000.鈥 Rather, it鈥檚 made of graphene nanoparticles, little cubes that cluster in unpredictable ways in a membrane. Apart from its strength, Steve notes, it has an unlimited capacity to store heat. Even though it was, and is, still largely a work in progress, the brothers thought the material was too compelling to pass up.

So they asked buyers to be guinea pigs鈥攏ot such a stretch. 鈥淥ur customers are people who are massively into the future,鈥 says Steve. Those customers range from Hollywood director Christopher Nolan to architect Bjarke Ingels to Twitter founder and self-experimenter Jack Dorsey. They鈥檙e the sort who will take a chance on a molecularly unstable monolayer of carbon, knowing it might not work out. 鈥淣o one else is launching $600 jackets saying, We don鈥檛 know what it does,鈥 says Steve. But they got back encouraging reports from the field. An American doctor stationed in the Gobi Desert affixed the jacket to a camel during the day and captured enough heat to last him through the night. (The customer also reported that, helpfully, the graphene also seemed to resist the camel鈥檚 odor.)

There鈥檚 an abundance of Velcro straps, 鈥渁 gravity surrogate in space,鈥 Nick says. And there鈥檚 a 3D-printed 鈥渧omit pocket鈥 containing an orange PVC sack, should you suffer space-adaptation syndrome.

It鈥檚 easy to think of all this as attractively packaged high-concept marketing, befitting the brothers鈥 panache for garnering attention in unconventional ways. It鈥檚 no surprise that people aspirationally buy technical gear that exceeds their everyday requirements (think: tech bros in Arc鈥檛eryx jackets), but that aspiration is taken to a whole new level when the pursuit in question is manned Martian exploration. There is, however, no denying the energy and earnestness they devote to the cause. 鈥淏y its nature it has to be speculative, as no one鈥檚 on Mars yet,鈥 Steve wrote me in an email. 鈥淏ut at the same time, there鈥檚 all sorts of known problems that we will encounter up there that can easily be tested down here. And those are really concrete, not speculative at all. So we鈥檙e looking at basic problems like how can your clothes help you when you鈥檙e in zero gravity and need to puke?鈥

I don鈥檛 know how it will fare in space, but the clothing I鈥檝e wear-tested on earth seems skillfully constructed. The company does make more recognizable adventure clothing, incorporating familiar materials like merino wool in the hoodie I purchased. And people like Paul Rosolie, the Amazon conservationist, do sing the praises of products like its Planet Earth shirt. But what Vollebak really has in mind, Steve says, is a vision of the next century in which, given climate change, global pandemics, and any number of related catastrophes, everyday life itself begins to look pretty adventurous.

Steve Tidball
Steve Tidball (Photo: Adam Hinton/Vollebak)
Nick Tidball
Nick Tidball (Photo: Adam Hinton/Vollebak)
The author and Darren Roberts on the Isle of Skye
The author and Darren Roberts on the Isle of Skye (Photo: Adam Hinton/Vollebak)
From left: Nick, Steve, Darren, and the author at Black Cuillin
From left: Nick, Steve, Darren, and the author at Black Cuillin (Photo: Adam Hinton/Vollebak)
The only retail shop that carries Vollebak clothing, in the Great Victoria Desert, Western Australia
The only retail shop that carries Vollebak clothing, in the Great Victoria Desert, Western Australia (Photo: James Dive/Vollebak)

The next time I see the brothers, we鈥檙e clad in wetsuits, about to rappel down the vertiginous face of a sea gorge on the Isle of Skye, a rugged, volcano-and-glacier-formed landmass in the west of Scotland that鈥檚 often used as a training ground for the UK鈥檚 military. I am here on what is ostensibly a gear-testing weekend but what also seems to be a psychic recharge for the Tidballs, a chance to unleash a sense of adventure that鈥檚 been restrained by the demands of raising kids and starting a company. They鈥檇 already gone for a harrowing trail run that morning, up to rocky, windblown Old Man of Storr, a regional landmark, clad only in Vollebak鈥檚 Race to Zero kit, an ultralight 鈥渞unning system鈥濃擳-shirt, shorts, jacket, and puffy鈥攚eighing in at about 600 grams, or about as much as a pair of jeans. Under our wetsuits, we all wear Vollebak rash guards and swim trunks.

Standing on the cliffside, tying a rope to a tree, is Doug Brady, an ex-soldier who runs the outfitter Skye Highland 国产吃瓜黑料s. As I await my turn to descend, Steve tells me a story about his grandfather鈥檚 wartime escape from the former Yugoslavia. After several years on the run, foraging and evading capture, he finally made it to the UK. 鈥淗e was an incredibly tough, philosophical man,鈥 Nick adds. 鈥淗e spoke five languages.鈥 Steve remembers having lunch with his grandfather when he was eight or nine. 鈥淚 didn鈥檛 finish the apple I was eating,鈥 he says. 鈥淎nd he told me off and said, 鈥榊ou have to eat the whole apple鈥攖he flesh, the pips, the core.鈥欌 You had to do this to avoid leaving any trace, his grandfather said. 鈥淏ut also because you didn鈥檛 know when you were going to eat again.鈥

What Vollebak really has in mind is a vision of the next century in which, given climate change, global pandemics, and any number of related catastrophes, everyday life itself begins to look pretty adventurous.

Once the brothers and I have rappelled down the cliff and into the gorge, we wade toward a cave opening as Brady descends face first, commando-style. Inside, the cave has sheer, seemingly machine-carved walls. With the tide rising, we soon swim out of the grotto and then clamber up rocky outcrops before leaping back into the frigid sea. After emerging, we walk a few hundred feet to Brady鈥檚 van for warm tomato soup. The brothers brim with adrenaline. Brady, who speaks in a military staccato peppered with Cockney slang, is equally excited. 鈥淟ovely jubbly!鈥 he says, before announcing it鈥檚 time to 鈥渃rack on.鈥 A short drive away, we ascend a hill toward a deep river canyon, the imposing profile of a peak called Bl脿 Bheinn in the distance. We rappel to the base of a waterfall. After sitting for a moment in a natural rock pool filled with bracing Scottish mountain water, we make our way down the river, which is churning after a few days of rain.

The next morning, we join Martin Welch and Tim Blakemore, two renowned local climbers, for a hike up Black Cuillin, the island鈥檚 iconic ridge. The brothers bound this way and that, chattering the whole time. 鈥淭hey are smiley lads, aren鈥檛 they?鈥 Welch says to me. Stopping for a handful of stream water, he points across the valley at the steep, slickrock-covered mountainside. 鈥淭hat鈥檚 where Danny MacAskill did his ride,鈥 he says, referring to The Slabs, a startling 2021 film by the Scottish trials rider. 鈥淚t looks incredibly dangerous,鈥 Nick says. 鈥淎ye, it鈥檚 a thousand-foot drop,鈥 Welch says laconically. 鈥淵ou鈥檇 bounce, but you wouldn鈥檛 stop.鈥 Welch inspects Steve鈥檚 coat; it鈥檚 Vollebak鈥檚 Waterfallproof parka, the name cheekily suggesting that in a world of increasingly extreme weather, waterproof simply won鈥檛 cut it.

鈥淚t鈥檚 made from a self-drying nanomaterial that mimics a lotus leaf,鈥 Steve says.

鈥淪o it鈥檚 not coated then?鈥 Welch asks.

Steve shakes his head; it鈥檚 the structure of the material that provides the waterproofing. Welch gestures with a grimace at his own coat, noting places where the hydrophobic coating has worn away.

We descend from the ridge and walk to a small stone hut at the ocean鈥檚 edge. We break for lunch and then suddenly a Eurocopter AS355 comes chattering across the water, landing on a nearby patch of grass. We zip to Portree Harbor for the weekend鈥檚 big finish: jumping from the helicopter into the sea. It鈥檚 a favored pastime of the elite Special Air Service, a unit of the British army, but Vollebak pulled some strings to get permission from the civil air authority. The pilot gives us a run-through on the ground; as I step onto one of the skids, I nervously eye the rotors overhead. The pilot reassures me that I won鈥檛 be decapitated. Then we鈥檙e off. I get a brief aerial tour of Skye, made easier by the absence of the passenger door, and then I鈥檓 on the skid and stepping into nothingness, trying to stay vertical, until I feel the cold slap of the harbor.

Clockwise from top left: Garbage sweater; Full Metal jacket (2); Off Grid shell; Lumberjacket; Apocalypse jacket; Copper base layer; 100 Year ski pants
Clockwise from top left: Garbage sweater; Full Metal jacket (2); Off Grid Dyneema shell; Lumberjacket; Apocalypse jacket; Copper base layer; 100 Year ski pants (Photos: Sun Lee/Vollebak)

This whole Boy鈥檚 Own fantasia was arranged with military precision by Brady and Darren Roberts, Vollebak鈥檚 chief operating officer and a longtime friend of the brothers. Although Roberts, a tough ex-infantry man, only joined the company in 2020, he played an implicit if indirect role in its founding. The brothers jokingly call him 鈥淒ad.鈥 He gets things done. They鈥檇 met years before, in the world of advertising. 鈥淲e adopted Darren,鈥 Nick says.

In 2009, the three men came across an irresistible challenge. A magazine had put out a call looking for a few guys to take on a series of famously grueling and hazardous endurance events. 鈥淲e said, 鈥榊eah, we鈥檒l do that,鈥欌 says Steve. They knew that with their advertising prowess鈥攖hey were then heading up the Adidas account in the UK鈥攖hey could convince the magazine to pick them. But they first needed to compete in some local footraces, so they began training in earnest, getting 鈥渞eignited into sport,鈥 as Nick says. The magazine chose them, and over the next year, they competed in the Namibian 24-hour Ultra Marathon; the Ultra Trail du Mont Blanc, which circumnavigates the tallest peak in western Europe; and the Jungle Marathon, held in the Brazilian Amazon.

鈥淭hat just took our life experiences instantly up to the next level, with a lot of stuff Steve and I have never experienced before,鈥 says Nick. 鈥淲hat does running through the night feel like? What does running through the desert feel like? What does pissing blood feel like?鈥 In Namibia, Steve says he got into trouble early on. Temperatures were hovering around 115 degrees, but 鈥淚 was so cold my teeth were chattering, there were goose bumps on my arms. To this day, when I have a hot shower, my reaction is goose bumps.鈥 Darren, he recalls with a laugh, told him鈥攊n the face of what was quite evidently heatstroke鈥攏ot to tell the medics. 鈥淎nd I was like, I am definitely going to fucking tell them, because this is definitely wrong,鈥 he says. 鈥淭he doctor told me if I carried on, I鈥檇 have 20 minutes to live.鈥 He decamped for a while to an air-conditioned Land Rover. Darren, for his part, won the race.

Going through the events produced a series of epiphanies for the brothers. The first was that they suddenly felt as if, as Steve puts it, they鈥檇 been 鈥渓iving life at 25 percent.鈥 Advertising 鈥渟imply wasn鈥檛 as demanding as running ultramarathons,鈥 he says. 鈥淚t was boring. You could do your work in a couple of hours a week.鈥 The second was that time spent in the company of ultramarathoners made them realize that the people who do extreme sports 鈥渁re some of the most experimental people in the world,鈥 he says. 鈥淭hey make themselves test subjects: How far can I go if I eat this bar? What happens if I listen to this music at this mile?鈥 And yet, Steve felt, so many of the brands catering to them were 鈥渞elatively conservative, relatively predictable.鈥 He remembers being in a tent in Namibia on the eve of the race, and being so wound up he couldn鈥檛 sleep. 鈥淚 wondered, could a piece of clothing help me relax, help me sleep?鈥

This thinking ultimately led to the full-zip Relaxation hoodie, which, as the company website notes, came from a 鈥渂rutal insight鈥: 鈥淔aced with cramped and isolated living conditions during any exploration or adventure, normally rational people would be tempted to stab their teammates with a fork just for the way they were chewing.鈥 The Relaxation hoodie was designed to be like a go-anywhere tent in which you could nominally shut out the world. Vollebak went a step further and produced the first models in Baker-Miller pink, named after two military officers at the Naval Correctional Center, where a psychologist named Alexander Schauss reported that painting certain cells the namesake color had a calming influence on inmates. The actor Jon Glaser, who sported the hoodie as part of his short-lived TruTV show Jon Glaser Loves Gear, took it on The Jimmy Fallon Show in 2016, where he and the host, fully zipped up in pink, listened to chill-out music. 鈥淭hat was a conceptually complex piece of clothing,鈥 says Steve, 鈥渋n a really crazy sugar-pop-pink wrapper.鈥

If Namibia seemed like a revelation, Steve cautions against the tidiness of the story as he told it. It is true, he says, that there was a realization 鈥渋n the desert, in the mountains, and in the jungle that, Hang on a minute, clothes aren鈥檛 as advanced as we鈥檙e made to think鈥攎aybe there鈥檚 something we could do there.鈥 But there was no single lightbulb moment. 鈥淚t was a series of very gradual lightbulb moments over the course of three years,鈥 he says. 鈥淚t was a very messy beginning.鈥 Even from the point when they decided (with some guidance from noted Chiat\Day adman Lee Clow), 鈥淗ey, let鈥檚 launch a clothing brand,鈥 says Steve. 鈥淚t was two and a half years until we could get a product to market.鈥

The company tried to create a jacket that emanated blue light, inspired by the lighting system on the International Space Station. The only problem: Vollebak didn鈥檛 have the resources to run the proper tests to make sure it wasn鈥檛 going to blind people.

Part of the reason was that they had full-time jobs, families. But another reason was the huge learning curve required for the stuff they were trying to make. Their other initial product, the Condition Black jacket, was partly made from, as Steve describes, 鈥渢hese crazily tough three-dimensional ceramic panels.鈥 It was, he says, 鈥渓ike a suit of armor鈥攖he factory broke literally thousands of needles trying to stitch this stuff on.鈥 They spent four years on their Solar Puffer jacket, because, Steve says, 鈥測ou鈥檙e trying to do so many different things in one piece of design鈥攇et it to glow, keep out rain, keep you crazy warm, and be white.鈥

Curiously, for a company so oriented toward the future, Nick says that he spends a lot of his time in the archives of materials companies. 鈥淲ithin archives are some of the most fascinating experiments鈥攅xperiments that have gone wrong,鈥 he says. The company鈥檚 Full Metal jacket, for example, was inspired by a material lurking in the bowels of the Swiss textile company Schoeller. It鈥檚 made mostly of copper, some 11 kilometers of bundled strands of the stuff. 鈥淵ou put a microscope onto each strand, which you can barely see, and inside, beneath the lamination, it鈥檚 got 50 or 60 more strands,鈥 he says. 鈥淎t which point you鈥檙e like, what the fuck machine built that?鈥 They chose the material for its virus-resisting properties as well as its conductive properties; as much as material, the company envisions it as a sort of operating system, able to power the connected clothing of the future.

Not everything works out. Carbon-fiber hoodies were a failure. (鈥淵ou can鈥檛 put that much carbon fiber in a hoodie,鈥 noted Nick, 鈥渨ithout the hoodie pretty much stopping moving.鈥) Clothing made from wood was also a nonstarter. The company tried to create a jacket that emanated blue light, inspired by the lighting system on the International Space Station. 鈥淚f there鈥檚 a fire, the astronauts need to be really awake, and you can鈥檛 wait for them to have their coffee,鈥 Steve says. And blue light鈥攖he glow also emanating from our smartphones that we鈥檙e supposed to avoid at bedtime鈥斺渕akes you very alert very quickly.鈥 The only problem: Vollebak didn鈥檛 have the resources to run the proper tests to make sure it wasn鈥檛 going to blind people.

From the shock troops of next-wave clothing, the company wants to evolve into an 鈥渋nnovation platform,鈥 with what Steve describes as a 鈥渟eries of bonkers projects outside of clothing that take us into incredible new areas in architecture, robotics, and space.鈥

To that end, Vollebak, backed by funders ranging from Airbnb鈥檚 Joe Gebbia to ex-Rapha head Simon Mottram, is expanding. When I visited in October, it was on the verge of moving into a larger London office. The brand鈥檚 products are not sold in any stores, save for a truck stop in the Australian outback, a gag effort at being stocked in the world鈥檚 鈥渕ost remote鈥 store. And the brothers have even remoter digs in mind. They鈥檝e purchased a small island off the coast of Nova Scotia for what Nick describes as 鈥渢he cost of a garage in London.鈥 Along with architect Bjarke Ingels, they want to run experiments on 鈥渋n situ utilization,鈥 as Steve calls it. 鈥淲hen we get to Mars, we鈥檙e going to have to use the stuff that鈥檚 there,鈥 he says. 鈥淵ou鈥檙e not going to be dragging building materials there.鈥 So, too, will the island feature architecture made from what鈥檚 there, from rock to kelp to thatch. They envision it as a sort of lived experience of the brand, reached via kayak by 鈥減eople who like us.鈥 It might be a prophetic statement about how we鈥檒l have to live in a more extreme tomorrow, or it might be sheer quixotism. 鈥淣o one鈥檚 got a crystal ball into the future,鈥 says Steve. Everyone 鈥渋s just having a crack.鈥