PREPPERS have been infamous for their tin foil hat theories and apocalyptic paranoia since time immemorial.
But now that a terrifying pandemic is our daily reality, being prepared for the worst doesn't seem so silly after all and wealthy celebs are buying into the idea with super-stylish survival kits.
Those used to leading lives of luxury want to make sure they can get through doomsday in style.
That's why there's now a whole industry catering to mega-rich stars worried about the apocalypse.
For a few thousand quid, you can get night vision goggles that come in a bag monogrammed with your own initials.
Kim Kardashian shared a selfie of herself with a survival kit back in February, writing "I travel prepared".
And billionaires worried about civilisation breaking down are currently snapping up five-star nuclear blast-proof bunkers fitted with wine cellars and swimming pools.
But even lowly millionaires might be more inclined to take survivalism seriously after their Beverly Hills homes burned in wildfires and their New York penthouses have been shuttered in lockdown.
Here's a look at the luxury survival kits offering the great and good a stylish solution for getting through armageddon.
For those seeking Kardashian-endorsed survival glamour, look no further than Judy.
Created by Simon Huck, a celebrity PR whiz, Judy is a survival kit company whose products have cropped up in the Instagram accounts of the Kardashians.
The firm offers a range of kits that have been flying off the shelves since the start of the pandemic.
The emergency Judy packs are designed in bright orange and range in price from 49 to 204.
Designed to help one person survive for 24 hours, the company's smallest kit is called The Starter (49).
The bum bag contains a first aid kit, a poncho, a water pouch, a blanket, a phone charger, a whistle, glow sticks, and nutrition bars.
But for those feeling more flush, they can get The Mover a big rucksack containing everything in The Starter, plus extras like a dust mask, biohazard bag, and of course hand sanitiser.
"The Starter and the Mover sold out in the first three weeks they went on sale," Huck told The Times.
"A lot of millennials bought Judys for their parents."
But if you're looking to stylishly survive with your loved ones, you can splash out on The Safe for 204.
Designed to support four people for 72 hours, the big box of survival goodies has everything included in The Mover, plus candles, a hand-cranked radio, and waterproof matches.
"The foundations of all emergency kits are food, water and first aid," Huck added.
Having the foundations of a survival kit is one thing having the most suped up kit money can buy is another.
For a mere 4,116, you can get yourself The Prepster Ultra Advanced Fireproof Emergency Bag.
As the name suggests, the bag is made with a special flame-retardant material used in firefighting suits.
And it can be monogrammed with your initials so you don't mix it up with anyone else's four-grand survival kit when the apocalypse comes.
Each bag, made by Preppi, contains practical necessities like a Garmin satellite messenger and SOS locator beacon, a night vision scope, a solar panel, and an emergency charging kit.
It also holds a water purifier, a Leatherman black carbon steel multitool, and a comprehensive first aid kit.
But it also affords its well-healed owners a few luxuries including premium chocolate and a poker set.
Preppi says the Prepster Ultra Advanced provides "ample luxe comforts" for two people that will sustain nutrition, hydration, power, and communication.
Everything you could ever need, really, for when the aliens invade.
If the apocalypse turns out to be zombies rather than aliens, one company has you covered, provided you're in the US.
OpticsPlanet put together its specialist ZERO kit Zombie Extermination, Research and Operations for those determined to make it through doomsday.
For just 16,207, the company will ship you everything you need to fend off the flesh-eating undead and the equipment to find a cure.
"When the undead hordes rise from their shallow graves to wreak havoc on all decent civilisation, you'll need to both fight back (Extermination), and find a cure (Research)," OpticsPlanet says.
The pricey kit includes a zombie knife, a thermal imaging camera, and gun attachments like shotgun torches and red dot sites to spruce up your personal arsenal.
It also includes a "Battle Mug" which, as well as being an indestructible drinking vessel, doubles up as a blunt-force weapon.
But what really sets the ZERO kit apart is its inclusion of lab equipment so you can pass time in the apocalypse working on a cure for the zombie virus.
It comes with a microscope, pipettes and beakers to aid your world-saving research efforts assuming you have any idea what you're doing.
For those who aren't looking for a fight, there's now a huge industry of luxurious survival shelters for the uber-wealthy.
A far cry from the dingy Anderson Shelters of the Blitz, billionaires are now snapping up subterranean luxury bunkers that boast swimming pools, tram systems, and even wine cellars.
Some, like the Oppidum in the Czech Republic, will even include a spa for their billionaire buyers but they're going fast.
Despite costing at least $1.5million, all of the units in a converted nuclear missile silo at the Survival Condo in Kansas have already sold out.
"Your father or grandfather's bunker was not very comfortable," Robert Vicino, the CEO of high-end shelter company Vivos, told CNN.
"They were grey. They were metal, like a ship or something military. And the truth is mankind cannot survive long-term in such a Spartan, bleak environment."
Vivos XPoint bunkers in South Dakota are made from repurposed military munitions depots costing up to 160,000 and could one day be home to 5,000 survivalists.
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The firm also offers a "modern day Noah's Ark", in a former Cold War-era ammunition storage facility in Germany.
This particular shelter includes its own tram network to transport residents to the bunker's restaurants, cinema and games rooms.
"We have all the comforts of home, but also the comforts that you expect when you leave your home," Robert added.
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