How Patagonia and The North Face Are Saving the World (The Guardian)

Amid a forecast promising a stay-inside-and-off-the-roads kind of snowstorm across the Northeast comes this little gem about some of the very outerwear you may don to brave such conditions.

Both Patagonia and The North Face profit from selling the idea of wilderness to wealthy urban masses. Yet, the marketing of adventure aligns with both companies’ ethical authenticity and environmentally friendly initiatives.

The Guardian chronicles the history of both companies and their rivalry to save the world. Read more in The Guardian.

America’s Elite Prepare for Doomsday (New Yorker)

The New Yorker explores the preoccupation of “super-rich” Americans with the apocalypse. In both Silicon Valley and New York, some of the wealthiest citizens prepare for the end of civilization by amassing supplies and building shelters.

Groups meet both in person and online to trade survivalist tips in case of a government collapse or a climate change disaster. Read more.

The Answer May Be Blowing in Ford’s $200 Million Wind Tunnel (M Live)

The not-exactly-aerodynamic Ford Model T.

Ford Motor Company aims to enhance both production and racing vehicles by investing in new testing facilities in Michigan.

The car maker has announced plans to build a wind tunnel and climatic chamber that will allow it to improve fuel efficiency in its vehicles. The tunnel will generate forces up to 200 mph and cost $200 million, and will “replicate real-world drag through a rolling road aerodynamic tunnel that enables Ford to bring the road to the vehicle, rather than the vehicle to the road,” Ford explains. Read more.

Two European Culture Capitals are Partying Like It’s 2017 (Newsweek)

Two European cities — Aarhus, on the coast of Denmark, and Kingston-upon-Hull, 450 miles away on the coast of England — promise year-round celebrations of art and culture to boost their morale and economies.

Aarhus, awarded the EU’s Capital of Culture, hopes to connect to residents and art lovers by focusing on children. Hull, second place in the U.K.’s City of Culture, aims to heal divisions in the maritime community by creating open art spaces of public involvement. Read more.