Professor Rebecca Why, advertisment for BURFORD, 2020.

She/her

In 2020, British waterproof garment manufacturer BURFORD appointed physicist Why to become their ‘Mind of Brand’.

Why has developed material capable of displaying a digital image of fabric on the exterior of garmets, allowing owners to download a new outfit rather than purchase a physical one. Cyber security issues affected sales in Manchester, England, when hackers ‘redressed’ several members of the public by uploading pictures of naked bodies. In a busy shopping centre, security guards intervened and insisted that Paul Meadows, 54, remove the offending outfit, but they had not considered that he was in fact naked underneath.

Source North West News