From art to architecture, from film to fashion, British talent leads the world. For this to continue we must recognise and support the next generation of creatives. Each month we’re showcasing emerging talent in the window of our Shoreditch offices. #NextGenCreative

Twin brothers Nick and Steve Tidball launched ground-breaking concepts in the world of action and adventure sports. Drawing on their own extreme sports background, the brothers were inspired to create Vollebak, the world’s most experimental adventure brand.

Using insights and discoveries from fields as diverse as psychology, sound design, neuroscience, and physiology, their Baker Miller Pink Hoodie helps athletes lower their heart rates, slow their breathing and regulate their brainwaves before and after high-pressure sporting moments.

The hoodie combines a specific shade of pink – shown to reduce heart rate, with its own soundtrack made from pink noise to slow down brain activity.

Twin brothers Nick and Steve Tidball

We treat athletes like NASA treats its astronauts. Our job is to help them push their physical and cognitive limits in new and unimagined ways.

Nick and Steve Tidball


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