If you’ve ever visited the site of the six-year-old, London-based direct-to-consumer clothing company Vollebak, you’ve likely marveled at the exaggerated descriptions of clothing it sells, including a jacket “designed for a world of megastorms, where ‘waterproof’ is not enough,” a hoodie that promises to repel rain, wind, snow and fire; and and an “ice age” fleece “designed to recreate the feeling and performance of the soft hides worn by prehistoric man.”