Rest and reconnection are resurging: 'Slow Living' is having a moment, says KRPT°'s Mitun Thaker

This week’s Creative Moment theme is all about 'Slow Living', as seen in very recent campaigns by North Face, Loaf and Kathmandu. Mitun Thaker, co-founder at KRPT° tells us more…

The outdoors is getting a rethink in a world that’s always on, as a growing number of people are choosing to slow down. 

From Gen Z to creatives and athletes, there's a rising appetite for hobbies and habits that offer space, presence, and a sense of grounding. It’s a trend that’s been called ‘Slow Living’, and it typically involves getting more time outdoors, or making the most of your space inside.

I recently wrote about the trend for brands embracing fishing, and this is very much in keeping with how the outdoors is being reconnected with, and how Slow Living is a key part of this. Burberry’s recent campaign was a great example of this trend towards tapping into the virtues of quiet charm.

Slow Living is about a lifestyle that values mindfulness, nature, and intentionality over speed and spectacle. Whether it’s wild swimming, journaling, foraging, or simply spending time offline, these behaviours reflect a desire to detox from digital overload and reconnect with what feels real.

Besides the brands we delve into this week, the likes of YETI, Noah, and Aime Leon Dore have also leaned into this ethos, crafting narratives around simplicity, craftsmanship, and community.

For brands that truly understand their identity, Slow Living and rethinking the outdoors offer rich creative territory. But authenticity is key. It’s not about 'aestheticising' slowness, but embodying it in meaningful ways.

This is just one of the many cultural insights we’re tracking at KRPT°, where we explore how emerging behaviours, hobbies and communities can open up new strategic opportunities for brands.