Designed by Ilya Fridman, the BelowFour is portable bike cooler, that uses movement to keep its contents cool. And, while it checks all of the boxes in terms of using recycled materials, promoting clean energy, reducing the world’s carbon footprint, and who know’s, donates its proceeds to buying school books for Pueblo Indian kids, in my opinion, they clearly missed the mark on this one.
I say, make it black, put some skull and crossbones on it, give it some offensive name, and every bearded, craft beer swilling, fixed gear riding, I think I’m Kurt Cobain, hipster, will want one. Dig!
It’s still a neat product though. 😕
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