Beach towels and sarongs

It depends on the insulation. Interior aluminium only reflects: it keeps things cold for two or three hours. Five-millimetre foam reaches six to eight. For a full day out you need thick foam and a zip closure, not a flap.

Fabrics that state light resistance, or the colours fade within a season. At the beach you also have to factor in salt, which attacks zips and fittings: plastic or stainless steel is better than chromed zamak.

Mid tones. Outdoors, light colours age badly: a beige blanket turns grey after its first trip.

Being light and easy to pack away. What's heavy stays in the boot, and what won't go back into its pouch ends up in the loft. We always check that the product returns to its original size without a fight.

In summer campaigns and team gifts. An outdoor item is associated with free time, not work, and that changes how it's remembered.