We can’t give too much away, but we’re working on a very rad project together with the International Trend Institute (ITI) and the exciting Chris Reid. We felt we simply couldn’t keep him all to ourselves; he’s just too interesting. You must meet this man.

Who is Chris Reid, and who or what is the ITI?

I’m a work-nerd turned advertising-geek turned trend-researcher. ITI, aka the International Trend Institute, is the design and branding agency where I work, that allows me to combine all three  of these things.

What is a trend?

A trend is simply a tendency at any point in time – the two words even share a similar etymological route. Trends are common sentiments we share; whether it’s about how we live, what we wear or how we furnish our homes.

What is the greatest misnomer about trends?

That they all have predetermined lifespans – a year, a season, etc. They’re far more organic than that.

To what degree should we follow trends?

Everyone should follow (or at least be aware of) trends – you’re stagnating if you’re not progressing. I think the trick is just to make sure you don’t lose yourself in the process.

What is the absolute worst aspect of being a trend forecaster?

People asking for you to elucidate on ‘the next big thing’ in 10 minutes or less.

What/who/where is on your radar?

I’m really into Afrofuturism as a concept at the moment, and all the imaginings of Africa’s potential that it explores.

What are you downloading?

Streaming is the new downloading. At the moment I’m listening to a lot of the new Tame Impala album and Petit Noire, watching Mr Robot and always listening to podcasts like 99% Invisible.

What is your social media weapon of choice?

Twitter. Always Twitter. @chris_reid_esq

Where do you get your trend inspiration from?

I’m still a big magazine man. I read The New Yorker for long-form journalism, Elephant for art and design, Fantastic Man for style, Lucky Peach for food and other, more trend-specific publications like Bloom and Mix too.

What is your colour prediction for 2016?

The 70s are on their way back, so I’d learn to love ambers and earthy greens and oranges again if that doesn’t do it for you at the moment.

Need to get hold of this chap? 
www.chrisreid.co.za | www.iti.ac | @chris_reid_esq

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