For those of you who may remember, a while back there was news of a substance that was extremely flexible, yet also extremely shock resistant. The molecules behave as a liquid normally, and then behave as a solid when impacted. It was amazing, we all pined for some sort of application to snow sports...
Well, this is the first i've seen of some actual products out for it, and it's pretty incredible stuff. This one quiksilver beanie is tight, you could get smacked over the head and be fine, there's some coats, gloves...
Anyways, check the site if you don't know of it already: