Waterproof bags have always been popular in protecting your goodies from getting soaked. Taking it a step further is Timbuk2 and their new Dolore Chiller bag ($110) that not only prevents water from coming in but also keeps it from going out, hence making a pretty nifty bag that also acts as a summer Cooler holding some 20 drinks with ice and a bottle opener on the side.
Sometimes doing the opposite makes something better. I recall a story about kayak shoes, where previous shoes prevented water from getting in, but the problem was that once some water got in it was really hard to get out. So Puma took a flip side and said, hey, let’s make a shoes that lets water in really easily which will let it out easily, hence the puma k1 shoes!