Southwest has been the domestic standard-bearer for how to properly run a profitable, customer-friendly low-cost carrier. Where so many others have failed, Southwest continues to not only thrive, but influence the whole industry.

In Europe, the business model is somewhat different. Carriers like Ryanair and easyJet whisk travelers across Europe for fares as low as £5.00 (plus tax and fees). The catch is that your seat may not recline, you have to pay to actually speak with someone in customer service (email is free), it may cost as much as £8.00 to check a bag, and on-board services cost extra.

But if you’re interested in getting from London (Stanstead) to Milano (Bergamo) for ten bucks, you might be willing to put up with all that. Note that London’s airport isn’t Gatwick or Heathrow, and Milano’s isn’t Linate or Malpensa. To get from London’s Victoria Station to Stanstead airport is a 75 minute bus ride. To get from Milano’s central station to Bergamo airport takes 60 minutes.

Winter sucks up here in Buffalo, and Toronto gets even chillier. While we bundle up in layers or furry coats, the homeless are left to huddle in alleyways with absolutely nothing. Whatever they have, they stuff with newspaper to keep as warm as they can. You can only stuff so many tabloids into a ratty sweater, though.

Enter 15 Below, an innovative marketing ploy charity operation created by Toronto ad firm Taxi. They’ve developed a lightweight jacket that is waterproof, windproof, and has multiple bubble pockets all over that can be stuffed with newspaper to provide an effective shield against the cold. 3000 of these jackets will be distributed around Toronto. I wonder if Buffalo can get a few for Sly and the other unfortunates that will end up sleeping in my apartment foyer this winter.

So how well does this work? Continue reading to catch a video and specs on the coat.