Turn threats into opportunities? Or, in Spanish, amenaza, no, opportunidad, si!

Here is a rather extreme example.  

Mexico suffers from widespread drug-related violence. Thousands of people have been killed. While El Paso, Texas, is one of America’s most peaceful cities, in Ciudad Juarez, Mexico, just across the Rio Grande, people are shot and killed daily.

Pretty threatening?

A boutique in Mexico City thinks its an opportunity. It sells only bulletproof clothing, including shirts and jackets.  True, their stuff is a bit pricey — say, up to $7,000. But hey, it’s a matter of life and death, literally. Apparently, their clothing is bought by Venezuelan President Hugo Chavez (just because he’s paranoid doesn’t mean they aren’t trying to get him), royalty and movie stars. 

How does the boutique know they are not selling to bad guys?

They run checks, using American databases. And they have little tracers in the clothing. If the clothes are used to commit a crime, the buyer can be traced. 

The boutique demands that its employees take bullets while wearing the clothing to prove it works. This brings new meaning to the “take a bullet for the team” phrase.  

“It feels like a punch,” some employees report. Those who live to comment, at least. Those who don’t? Well, nothing’s perfect. Employees reportedly love learning the high school physics equation: momentum equals mass times velocity, on their chests. Bullets have a lot of velocity: some travel 1,000 ft. a second, or 12 miles a minute.  

The boutique is especially hard to rob. If  robbers threaten employees with loaded pistols, the robbers are perplexed. The employees just say, hey thanks!  

Mexico allegedly spends $18 b. annually on private security. Can we hope for a bulletproof fashion show, in Tijuana, with the world’s top supermodel Gisele Bundchen (who made $35 m. last year) walking down the runway while taking  0.45 caliber bullets in the chest from fashion writers seated alongside?   

Beretta anyone?

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