actices.  Here, we’ve compiled five key themes from this year’s list.  It’s cool to be kind In the past, being cool was all about exclusivity, but times have changed. Now, being cool means being secure enough in yourself to celebrate the wonderful weirdness and individuality across humanity. It’s all about inclusion and respect.  Everyhuman is a good example of this. The Aussie startup offers stylish and functional clothing for people with disabilities, featuring minor adjustments like one-handed zippers or magnetic closures. It’s even caught the eye of undeniably cool American designer Tommy Hilfiger, and it’s the exclusive Australian partner for the US brand’s adaptive range.  “My opinion is that over the next few years, we’re going to see a real focus on providing fashion for people of all abilities,” Matt Skerritt, Everyhuman’s founder, said.  No topic is off limits Old-school rules about taboo topics, such as menstruation, unwanted body hair, or even – gasp – poop, are out; honesty and a sense of humour are in. Brands are normalising things that are natural, but rarely discussed, and removing stigma in the process. For instance, leakproof underwear brand Modibodi released an ad this year depicting period blood instead of the euphemistic blue dye that femcare brands typically use. Despite Facebook banning the ad, Modibodi stuck to its guns. “If brands like us can continually champion open, honest messaging, whether that’s showing blood or talking about periods, hopefully that fear will go away, we’re a big believer in that,” Kristy Chong, Modibodi’s founder said.   Representation matters Corporate commitments to diversity and inclusion came under scrutiny this year – and rightly so. In the wake of the Black Lives Matter protests, superficial statements and tokenistic marketing campaigns are no longer enough. Brands need to demonstrate that they understand why representation matters and do something about it.  Aussie fashion startup Clothing The Gap is a standout example of this. Its ‘Always was, always will be’ statement tees have become iconic, thanks to its uncompromising efforts to amplify Aboriginal and Torres Strait Islander voices in Australia.  “We pride ourselves on creating products that represent Aboriginal people and their views,” said Laura Thompson, Clothing The Gap’s co-founder and a Gunditjmara woman. “For us, it’s so important that we don’t ‘sell out’ to just sell tees to more people.” Uncertain times call for courageous choices Another way to be cool in 2020? Show courage in the face of uncertainty. The coronavirus pandemic presented enormous challenges, so you can’t blame those businesses that decided to play it safe and just ‘get through’ the year. But that makes the retailers that decided to lean into the uncertainty and be bold all the more impressive.  At the height of the pandemic, for instance, Barbeques Galore released a campaign addressing the government restrictions on outdoor gathering and barbeques head on. “Why wouldn’t you invest in times like this? I’d never advise recklessness, but if you have funds to invest, you absolutely should,” Mike Ainsworth, Barbeques Galore’s chief marketing officer, said. “There are countless case studies that say spending during [recessions] makes a huge difference throughout, especially at the other end.” Protecting the planet is good for business Caring for the planet is quickly becoming a non-negotiable in retail. And as consumers become savvier about greenwashing, brands need to put in the work to make their products and practices truly sustainable, not simply slap a recycled label on some packaging.  Le Specs is an example of one of the brands that is taking this issue seriously. After spending the past five years on R&D to identify more eco-friendly materials to make its eyewear, it recently debuted a new collection of sunglasses made out of a grass-based material.  “We’re not saying this is the answer to all of the environmental issues out there, but we can start the conversation,” Hamish Tame, Le Specs’ creative director, said.