Cold is the new hot: how cooling down became summer’s hottest trend

For a long time the world of wellness was obsessed with heat. But now, ​with the rise of​ cold yoga ​and cryochambers​, it’s cool to be ice cold​

If you’re reading this, it’s probably because you’re hot. In which case, as concepts go, this one will be music to your ears. Or rather balm for your sunburn.

The heatwave has created a need for cooling off that extends beyond a cold shower – and so the current trend for coldness in the world of wellness, beauty and exercise feels timely given that for years it’s been all about Bikram yoga, hot-cloth cleansing and saunas. But is this penchant for the cold more than a whim? Or is it simply the latest fad to be commodified by the wellness industry?

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from The Guardian https://ift.tt/2OfYc4r