Aye Yi Y…IKE!

As hurricane Ike makes landfall tonight into tomorrow, all eyes will be on Texas. Like so many American’s in the past few months, Texans are boarding up and bracing for the direct hit. Fay, Gustav, Hanna and now Ike, all on the heals of the Midwest floods, have made the story of the 2008 storm season sound more like Exodus than A Year in Review. Did I mention we are still at war with terror?

Now that we Americans are fighting a war on weather and a war on terror the days of protecting ourselves with umbrellas, ponchos, and the ever popular “duck and cover” are long gone.

So what is theBreakingNeed?

Call it what you want: Disaster Duds or Crisis Crap there is a whole new brand of consumer in need and in want of survival stuff. And who knew FEMA was so fashionable?

In fact, the FEMA website provides an array of potential domestic disasters and how you can plan ahead for each and every one. Download the comprehensive “Are You Ready?” guide to individual preparedness at : http://www.fema.gov/areyouready/ .

So get with it and get ready!

The Weather Wardrobe

 Talk about ideal Gustav Garb! Merrell’s Gatherer Jacket’s weight and warmth can be individually adjusted by stuffing any items and/or materials you want into the empty insulation layer! Everything from food packets, blankets, personal essentials, and even debris could be used to keep you warm, and not weigh you down, in any situation.

Precautionary Purse

Advertised as “Survival in a Bottle” Lifeline’s new survival canteen contains a collection of essentials (pocket knife, blanket, flashlight, bandages) all packed into a water bottle! It comes in a wide selection of colors, to match any outfit and assist on any occasion.


TrendTip: The In-the-Event-of-an-Emergency Industry is in its infancy. But at this rate, we could be talking about Storm Stockings by Christmas.

Look for more on the still-to-come  “TrendWatch” section as we track the status of survival stuff.


Find the Survival Canteen at:


Find the Gatherer Jacket at:



by Darcy Jones


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