A reality check and new body culture The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents. Where is the borderline between young, old, hippies or punks? The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receives, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness. About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well. What do I know? I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy. There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.

1. boards by kenneth @ buddha jeans™
the future is now
mega trends towards 2020
By kenneth @ ftmResearch & buddha jeans™

2. ftmRes each
• design manual & label /packaging
• kenneth lyngaas founder of
design by (mark farrow @ farrow
ftmresearch, buddha jeans and
design) and kenneth lyngaas (levi
lyngaas ftm publishing
strauss europe middle east & africa)
• head of trend research levi strauss project lead
europe, middle east & africa 1997 –
• founder of pro rib boats, disco brand
2001
entertainment, lyngaas publishing &
• responsible for mega trends research buddha jeans company
2000 levi strauss, middle east & africa
• the future is now & research will be
• project lead new packaging and published march 2012 , digital format
label system levi strauss 2000 global .
• kenneth lyngaas will be avaliable for
recycled denim paper labels, denim
mega trend creative workshops from
paper, business cards,
15th of february – april

3. concept cars green & sustainable product design a mega trend

4. research & sources*
• Research by kenneth lyngaas & krish
pawar research interviews & dialogs • special interviews varner retail
with leading people across branches group, l’oreal, acombe,
and industries. inspectorate legislation office
• Innovators, politicians, scientists, norway,
architects, brand managers, creative, • snøhetta architects, lucy seven tattoo
thinkers, economics studios, elexia training & spa group,
• LinkedIn special forums - twitter, slide • oslo west, studies of religions oslo
share, Facebook – Google – yahoo universities, vg digital national
answers, you tube, tree hugger, newspaper, brand republic, telenor
Wikipedia, blogs & internet mobile division,
• databases - books, magazines & • levi strauss europe co, karma tashi
statistics national sources (various ling buddhist community, gandhi
sources), trend forecasting foundation and wgsn
companies & agencies

5. planet fear – a reality check - creates security industries
private guards - security systems – private soliders

6. r es ear ch foundati on
mega trend research 2000 – 2005
Levi’s Strauss Europe,
Middle East & Africa
the key trends we predicted was:
a reaction towards big
brand exploitation of
global resources & workers
brand - logo overload
a growing concern of the world health
sustainable thinking
less is more

7. what ar e mega tr ends ?
a major movement or shift in cultural behavior that
influence different subjects around us. including
communication, retail, music, media, art and fashion.
it’s not a fad but last for a longer period of time
3 – 10 years

8. r eal i ty check
we are i nter - connected
Mc luhan electric world

9. mc l uhan on the futur e
«a friend said the future is the future present. if you really are
curious about the future, just study the present. only those
who have learned to perceive the present can predict the
future. they need only predict what has already happened by
being the first to see trough pattern recognition. for the future
is the future present»

10. chaos theor y
ther e i s s i mpl y a need to br eak out

11. extract chaos
s i mpl i ci ty

12. what i s happeni ng i n the wor l d?

14. a wor l d i n r api d change
from local to global thinking
modern communication technology makes it
possible to be everywhere at any time

15. r api dl y gr owi ng mega ci ti es
mexico city – los angeles - shanghai - bankok – tokyo
london – manila – delhi – lagos – new york
22 mega polis
in 2ooo 50% of the world population lived in cities
in 2025 increase to 5 billion people
(two thirds of them in poor countries )

16. enter tai nment over l oad
i n ever y as pect of our cul tur e
i t’s no l onger cul tur al events
i t’s enter tai nment events
fr om mus eums to r eal i ty tv

17. m u s e u m s = e n t e r ta i n m e n t

18. enter tai nment over l oad
ai r por t = mal l
+ chur ch = mal l
+ g o ve r n m e n t = s h o p p i n g
+ edu cati on = s h o ppi ng
+ mus eum = s hoppi ng
+ mi l i tar y = s h oppi ng
+ l ei s u r e acti vi ty = s h o ppi ng
+ va c a ti o n = s h o p p i n g
= en ter tai n ment o ver l o ad

19. ter r or i s m
r el i gi on confl i cts
l ack of cul tur al under s tandi ng
power of the
bl ack gol d oi l

20. violence & rape decline but
+ 650.000 rape per. year (world)*
1,2 pr minute robbery (us)
14,5 sec burglary (us)
stolen car every 31 minute (us)
but the danger signals is from less educated
and drop outs – increasing

21. fi nance cr i s i s
US A wo r s t cas e s cen ar i o co s t
o f the fi nance cr i s i s
7 . 0 0 0 bi l l i o n $ do l l ar s
co mpar e
to tal co s t war i n I r aq
3 0 0 0 bi l l i o n s $ *

22. gl obal war mi ng
climate changing is the defining
issue of our age
all companies have
responsibility to take action

23. lack of spirituality
people all over the world are seeking for a new truth and reality,
there is a move away from tradition and superstitious religions.
they are perceived as old fashion, rigid and non-problem seeking.
the eastern religions and in particular Buddhism is perceived
«positive, nonviolence» alternative religion.
we see this clearly in the increase of mind driven and inner body
sports as yoga and meditation

24. ethni c confl i cts
s mal l er ethni c confl i cts
al l over the wor l d

25. rise in life espectancy
we l i ve l o n ger
a s teady r i s e fr o m th e 6 0 ’s
an ti agi n g dr u gs
r epl acem e n t o f o r gans
awar en e s s o f l i fes ty l e di s eas es
better dr u gs
l o wer death r ate at bi r th
l es s h eavy ph y s i cal wo r k

26. wor k i s no l onger l ocated
• modern communication technology makes it
possible
• global education and university standards
• people study abroad
• increase in global business
• global brand find less costly solutions to place
service as call center etc.

27. ener gy s i tuati on i n the wor l d
l ack of non- r enewabl e
s our ces of ener gy

28. bi o technol ogy
biotechnology is a field of applied
biology that involves the use of living
organisms and bioprocesses in
engineering, technology, medicine
and other purposes.

29. nano technology
will change the world as we know it.
slowly the world will never be the same
1,3 billion €
european community investment 2010
market value
+ 1 trillion €
9 folded investment in less than 8 years
nano tube
nanometre = size of a nail grows in one second

30. i nfor mati on over l oad
we are constant media, liberating every thing

31. the new language
fast media develops use of symbols and icons.
we are now developing a brand new written language
this language use much higher grade of symbols , signs
and logos, because the way we perceive and sort
visual objects are much faster than the written word

33. the reality check gives us a few answers
the reality check give us the foundation to predict
certain directions that makes an impact and
influence in our lives.
the main question:
how are the consumer affected by
these happenings and directions?
how does the new consumer look like?
the new business, opportunities and treats?

34. boards by kenneth @ buddha jeans™
new body culture c h a p t e r o n e t h e f u t u r e i s now
mega trends towards 2020
By kenneth @ ftmResearch & buddha jeans™

35. mega trends what now?
The reality checks give us the foundation to predict
certain directions that makes an impact and make
an influence in our lives.
The main question:
how are the consumer affected by
these happenings and directions?
how does the new consumer look like?
the new business, opportunities and treats?

36. the gr een movement ar e gai ni ng i ncr edi bl e
gr owth and l ead to a new s us tai nabl e wor l d or der .
gr een thi nk i ng i s not onl y a par t of a mega tr end
i s a new way of l i vi ng
mega tr end the s us tai nabl e new wor l d or der

37. mega-trends from long term to fads
Product
level
product
group level
brand level
mega
trend
reality
check

39. to understand the model
a merge of technology, social values, politics,
problems, possibilities and threats create a dynamic
map the field where the lines cross over the next circle
indicates often new eras of business opportunities

40. new business concepts evolves
where the circles
connect concepts
evolve
global warming
g
Sustainable
product design
g
the gr een n
Bio – nano –
wave digi - mania

41. the s ol uti on
concept cars green & sustainable product design a mega trend

42. content new body culture
introduction Smart drugs
inner & outer flow anti-aging drugs
body art & tattoo Future of make up
the inner fashion research and make up
new fabrics in fashion future sports
the way we eat inner training
future medicine yoga meditation
smart drugs job & education
biological drugs summary
biological drugs

43. the new body culture

44. the new body cul tur e
• still the body is a spiritual
• body culture is in fact very
place that needs to be taken
important, in every aspect.
care of.
• we use the body to get the
• it's our home, an expression
most out of life. as the human
of who we are; from the inner
lifespan increase we need to
we establish a certain style &
keep it shape.
fashion that reflect us.
• we have new medicine,
• from body art trough fashion
surgery, implants, electronic
as an extended depot. our
devices that help us in daily
skin is a blank canvas ready
life.
to be explored.

45. new body culture
• we look at the body differs from
the south to the north. north has a • the mind is no longer the electric
rugged and close to nature center for the world of mind, but
behavior, also organic center.
• while the south has a sensual • this is interesting, because it
body and gender. opens for a whole new world of
chemical, bio, brain food, Nano,
• in the east it’s holistic
smart drugs.
• while in the west energetic and fit

46. natur e & nude l ook

47. the inner & outer flow
the buddha observed that basic experience does not
divide into inner and outer; rather the inner flows into
the outer and the outer flows into the inner.
it is only by some cartesian method of systematic
doubt that an inner world of ideas and perceptions
is separated from an outer world of physical things

48. body ex pos ur e i n our envi r onment i n changes
public
space
tribe space
family
inner
space

49. camelon – sex
stylish - genderless
body exposure in situation depending
our environment alone or with others
adapt – formal- sex
• we adapt chameleon type of impress – uniform
fashion as we meet more leadership
new people in less time than
ever
• Juxtaposes of styles in tribes
makes us extremly style acceptance – follow
adaptive impress – provoke
• The modern society get less experiment - style
family oriented as more
people live in single
housholds for a longer time
• Our friends style influence
and get more important than accptance – provoke
ever please – situation
• Gender changeability dependent
• We dress more alike even we
say that we are individual
genderless – comfort
experiment – try new

50. Inner – outer -body fashion
body – mind – spirit overweight – lifestyle – class
template to explore tattoo – symbols – abstract –
ageless – anti age retro meaning - complex –
altering drugs- skin care true art intelligence upgrade
increase of body form - software
modifications body upgrades smart drugs gene doping –
gender changeability replaceable genes
anorexia – bulimia – surgery precision – design –
control of body mass engineering
new renaissance man

52. the new renaissance human
template
explore
design ageless anti
engineering age
body
gene doping
upgrade
new
intelligence
renaissance genger
upgrade human changeability
control body
tattoo fashion
mass
tattoo lifestyle
symbols art management

53. new r enai s s ance human

54. tattoo goes ar t

55. tattoo fas hi on s ymbol s
• the i nner meani ng and the s o ci o l o gy
appr o ach
• l ack o f mo der n s o ci ety cer emo n i es
• s tatemen t i n cl u de a r i te tatto o –
• fo r ever - n e s s – pai n – bel o n gi n g
• bel o ngi n g as a r es u l t o f po pu l ar i ty
• bel o ngi n g a fas h i o n vi ewpo i n t
• no t s tandi ng o u t o f the cr o wd
• accepted i n th e s o ci ety
• cu l tu r al devi an c e

56. tr ends l ar ger tattoos

57. fas hi on tattoo
• increase in popularity – a wave of today
bodily fashion
• increase popularity amongst girls
• first wave of modern tattoo 1900 -
• trends are larger tattoos – story of
a signal of belonging – symbol -
belonging- enemy or friend
protection - reminder of position -
(boat type) & travels (japan) • growing body fashion culture
• 2nd wave 60’s with the movie • iconic celebrities as David
easy rider, - biker culture Beckham makes tattoos more
acceptable in society
• motorcycle clubs - state a
belonging to a tribe • tv programs as miami inc.

59. new fabrics in fashion
grow able
garments
transformable programable
clothes garments
programable
eco cotton new fabrics garments
programable
nano clothing
garments
spray on
clothing

60. programable garments
• digital devices – Bluetooth – cameras – plastic pads – i
pads charges batteries - plug ins keyboards - helmets
• rec digital inside garment – around – in fabrics
• recognize & identify wearer – military purposes
• Embedded video
• open doors contact networks
• thieves protection
• take pulse – measure blood-pressure recognize &
identify wearer military purposes

61. programable garments

62. s pr ay on cl othi ng
r e m o ve a b l e – s h a p e s t a y s s a m e – n e w u s e a b l e
appl i es to the n ak ed bo dy , n o n - wo ven fabr i cs
hy br i d thi nk er s fr om di ffer ent r es ear ch ( MI T ) ,
cos meti cs compani es acr os s medi cal s ector

63. gr ow abl e
gar ments
• removable – shape stays same – new useable synthesis of
biological systems can make it possible to design fabrics and
materials.
• copy & past elements in nature for example between a spider &
silkworm and grow the version (tissue engineering)
• silkworm = stronger than steel cable, twice as elastic
• spider silk cloth gene of a breathable, ultra-thin, light, don’t tear
and elastic makes it perfect for sportswear, protective clothes
and surgical implants
• living bacteria – cultivates and grow multiply
• create waterproof, self-cleaning & odor remover material
• grown in bio reactors not unlike farming, grow fast
• environmental friendly – less water, not destroy nature, animals
and break down without chemicals

64. gr ow abl e gar ments

65. nano technologies
in fabrics
• the most innovative and future oriented product that will
be created
• this technology makes it possible repair themselves
after scratches
• the nano technology will be able to transform the
molecular structure to make the clothes hard, soft,
stretchy or stiff
• no need to iron, reduce temperature of washing and
even unnecessary
• we do not really know how this wills affect fashion in the
future

66. nano technol ogi es
i n fabr i cs

67. s us tai nabl e and tr ans for mabl e cl othes
• will increase significantly the next years
• recycle – up cycle – rework - redo – remake reconstruct
• swap and rent clothes
• lack of natural resources and fabrics makes 2nd hand big
business in the future
• multi functional clothes and objects, transfer objects
• intelligent conducting polymers used to change size, form
• garments that combines technology, tracksuits that uses
batteries to keep athletes warm to avoid injuries etc.

68. s econd hand cl othes wi l l i ncr eas e bus i nes s
and be good bus i nes s

69. new dr ugs & mak e up
anti -
aging
drugs &
cosmetics
what we smart
eat drugs
new body culture
llifestyle
drugs or
related
cosmetics
drugs
nude &
make up
natural
trends
look

70. anti aging
drugs
• to activate the ability to keep the skin
• research on non-organically that too
younger for a much longer. the
expensive or impossible to make
development in this era happens fast
naturally
• womans in their late forties will still have
• A two directional trend one towards
the same skin as in their twenties when
the natural and the other trend
the skin get activated and preserved
towards advanced bio technology
early
• modern make up are getting closer
• in the future we will take our daily
and closer to what the large drug
needed hybrid drugs and the effect will
companies make and the products
cure and make you look good at the
come now under the medical law
same time

71. the nude look
• a trend driven from natural plant extracts, truly organic, natural
and with less packaging
• use pigment in the skin to reflect the natural light and makes the
skin adapt natural tone whatever light setting
• the skin should therefore look as natural possible
• packaging that can be recycled, trade fair or look and feel
more «green» than the product is
• products that represents a clean or nude look
• key words as natural, clean, pure, organic, sustainable

72. smart drugs the key to top jobs?
• It’s a coming trend as the overload of information makes
• Huge companies headhunt for future jobs candidates in
• Early university studies, this increase pressure on
• Student to perform better
• US studies approx. 25% of health student had taken neuron-
enhancing drugs (2010) Modafinil
• To combat fatigue – top university students pay until
• 20.000 £ a year
• Ritalin trigger dopamine – without ADHD makes the students
alert & awake
• Increase motivation of studying, no memory loss, and no sleep

73. our l i fes tyl e
i s deathl y
• 1 in 3 dies from a heart disease
• 1 in 7 dies from cancer
• 1 in 23 dies from stroke
• Almost 60% of the deaths in 1990’s
• were related to lifestyle diseases

74. l i fes tyl e
r el ated dr ugs

75. a heal thi er di et
• the trend is towards a healthier • global resources as water and land
alternative uses 10 more space to grow meat
than vegetables (India moves from
• people are more aware of the risk vegetal to meat based diet, simply
involved with unhealthy diets and not enough land to produce)
alternatives.
• almost all major fast-food chains have
• governments from treatment to an alternative menu who gives a
preventions. better and more healthy option
• better and right food is a part of the • women’s in general eats healthier and
green & sustainable lifestyle trend influence household

76. Illegal drugs ( chapter escapism)
the chapter escapism subject to
be found in the chapter escapism

77. s por ts and wor k out*
• increase sport and activities
related to body & mind increase • holistic and eastern oriented
sports and activity increases tai
• we choose to work out the inner
chi, qigong, kung Fu
body than the outer body.
• less focus on outer body training
• as a reaction to negative stress (
reality check) • less popular individual driven
sport activities
• yoga & meditation in many
different styles and differentiations • woman in sports higher valued in
media and increase salaries and
• increase of activities in teams and
bonuses
together in classes
*sport and activites as yoga and meditation chapter the 20th century hippie the new consumer

78. increase body & mind sport

79. relevant work and education in this sector

80. Contact me
th e fu tu r e i s n o w
k en n eth l y n gaas fo u n der £ cr eati ve
di r ecto r
ftmr es ear c h & bu ddh a j ean s ™
mo bi l e + 4 7 4 7 2 4 7 8 0 3
mai l : k en n eth @b u ddh aj ean s . co m
bl o g: bu ddh aj ean s . co m