This Pink Hoodie zips over your face making you calm. Uh-huh!


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❝In the late 1970s, a researcher named Alexander Schauss discovered something interesting about the color pink. It was a very specific color of pink — a Pepto, bubblegum shade created by mixing a gallon of white latex paint with a pint of red semi-gloss outdoor paint. He was the director of life sciences at the American Institute for Biosocial Research in Tacoma, Washington, and deeply interested in the work of psychiatrist Max Luscher, who hypothesized that a person’s color preference hinted at their emotional state. Schauss was curious if the flip side of that hypothesis was true: Could looking at certain hues encourage physiological and emotional changes?

After years of (somewhat questionable) research, Schauss suggested that this very specific shade of pink could slow a test subject’s heart rate and even reduce a propensity for aggressive, violent behavior. He believed the color, called Baker-Miller pink, had a calming effect akin to what you might experience during yoga or meditation. How a color might do this is still debated. “I think it’s based on associations rather than physiology,” says NYU psychologist Adam Alter, who wrote a book, Drunk Tank Pink, that examines this phenomenon. “I’m open to being convinced otherwise, I just haven’t been yet.”…

❝Steve and Nick Tidball, twin brothers who are advertising creative directors and avid adventure sports athletes, started the company…The hoodie borders on obsessive in its dedication to designing for relaxation. The brothers knew they wanted to incorporate Schauss’ color theory to reduce heart rate, so they designed a hoodie with a mesh visor that gives a pink tint to everything you look at…But that’s only one part of the problem. “We started to think, how can design influence the way you breathe?” Tidball recalls. They designed the mesh visor so it naturally encouraged athletes to breath through the nose…which ultimately slows down the rate of respiration. And they retooled the hoodie’s pockets so that when an athlete sticks his or her arms into the holes, they’re cradled like a broken arm in a sling. “Essentially it’s like wearing a straight jacket,” he says. The idea is to discourage the wearer from exerting any more energy than absolutely necessary.

Sounds like a natural for the LAPD. Though – at $330 a pop – I think it more likely early production will go straight to the NSA/CIA/FBI. You and I get to pay for them.

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