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+ PHILOSOPHY -------------------------------------------------------------------------- 3 + WHERE WE STAND ---------------------------------------------------------------------- 5 + VALUES ------------------------------------------------------------------------------ 6 + THE PRODUCT ------------------------------------------------------------------------- 8 + PRODUCTION ---------------------------------------------------------------------- 10-11 + DESIGN ----------------------------------------------------------------------------- 12 + TARGET MARKETS ------------------------------------------------------------------ 14-15

-LOCATION BREAKDOWN --------------------------------------------------------- 16-17

+ OUR DESTINATION -------------------------------------------------------------------- 18 + THE IOU PROJECT -------------------------------------------------------------------- 19 + THE MARKET ---------------------------------------------------------------------- 20-22 + CONSUMER EDUCATION -------------------------------------------------------------- 24-29 + HEADQUARTERS ----------------------------------------------------------------------- 30 + DELIVERY AND POLICIES -------------------------------------------------------------- 31 + COMPETITOR ANALYSIS ---------------------------------------------------------------- 32

- SWOT ANALYSIS ---------------------------------------------------------------- 33

- PERCEPTUAL MAP --------------------------------------------------------------- 33

+ SOURCING --------------------------------------------------------------------------- 34 + MARGINS ---------------------------------------------------------------------------- 35 + DISTRIBUTION ----------------------------------------------------------------------- 36

- INTERNATIONAL BREAKDOWN ------------------------------------------------------ 38

+ COLLECTION ------------------------------------------------------------------------- 40

- INSPIRATION --------------------------------------------------------------- 40-42

- COLOR STORY ------------------------------------------------------------------ 43

- MATERIAL BREAKDOWN -------------------------------------------------------- 44-63

+ PHOTO GALLERY ------------------------------------------------------------------- 66-75 + WORKS CITED ----------------------------------------------------------------------- 76 + CREDITS --------------------------------------------------------------------------- 77


O ur

philosophy at H책llb책r is to design for effortless and minimalistic

men and women with an urban style. Our intuitive silhouettes redefine sustainability and technical craft.


where we stand


create ethically aware and innovative men and womens wear

collections from re-appropriated military fabrics. By taking apart the existing garments of surplus military stock, we begin the process









ideas to create new modern day garments. Our re-imagining of old military










c h a l l e n g e d t h e c o n c e p t o f w h a t i s c o n s i d e r e d “ n e w �.

Start where you are. Use what you have. Do what you can.



+ Fairness S i m i l a r o p p o r t u n i t y, q u a l i t y f o r a l l , r e s p e c t i n g e v e r y o n e’s r i g h t s

+ Integrity Acting in line with your belief, being honest and truthful, taking pride in the craft

+ Environment Respecting the current and future condition of the earth.

+ Advancement G e t t i n g a h e a d , b e i n g a m b i t i o u s , a s p i r i n g t o h i g h e r l e v e l s . We n e v e r s e t tle

+ Competition If you t h r ive i n a h i g h - e n e rg y, c omp e t it ive te am e nv i ron m e nt you’ l l l ove it here

+ Knowledge, We s e e k i n t e l l e c t u a l s t i m u l a t i o n . i n n o v a t i v e m i n d s e t s , t r u t h a n d u n d e r standing. Knowing the product is caring about it.

+ Creativity Find new ways to do things, being innovative

+ Communication O p e n d i a l o g u e , e x c h a n g e o f v i e w s . We h e a r a n d w e l i s t e n

+ Te a m w o r k Cooperating with others toward a common goal, learn from one another

+ Aesthetic Desire for artistic beauty and never settling for an average product



ll aspects of our business - from the product to the business model - are an extension of who we are and how we live.

the product


ur products bring together an effortless and minimalistic modernism to

sport-inspired designs, With comfort and practicality at the core, our silhouettes create an urban essence with a contemporary twist. Details in the garments create an individuality within each piece. This new definition of ch i c re f l e c t s ou r c re at ive d e s i g n an d a n e w s e ns e of su st ai n abi l it y.

We c r e a t e c o l l e c t i o n s t o f i t t h e s u s t a i n a b l e a n d a c t i v e l i f e s t y l e . O u r g o a l each season is to produce an entire line that can complete a consumers w a r d r o b e . We p r o v i d e c u s t o m e r s w i t h h a n d m a d e “ u p - c y c l e d � m i l i t a r y s u p plies, along with any other material choices our customers would like. Our collections includes tops, pants, shorts, jackets, skirts and various accessories. Each product can be transformed to for other uses.

* Up - c y cl e d : Tur ning w a ste m ate r i al or unw ante d pro du c t into a b e t te r qu alit y pro du c t . * R e c y cl e d : Tur ning w a ste into a re u s abl e pro du c t or to re f urbi sh a pro du c t for re u s e




ållbår incorporates sustainability in fashion, a radical re-thinking of

consumptions systems, distribution and production. Within this design framework, materials are sourced with an eye toward environmental and s o c i a l r e s p o n s i b i l i t y. We “ u p - c y c l e” a r m y m a t e r i a l s t h a t a r e d o n a t e d f r o m third party outsiders.

We l o o k a t t h e e n e r g y a n d r e s o u r c e s u s e d t o c r e a t e a f a b r i c , a n d t h e o p portunities and systems that deal with producing our product at the end o f i t s l i f e . We d i s t i n g u i s h b e t w e e n t h e l i f e c y c l e o f t h e g a r m e n t a n d t h e initial and end considerations of its fibers. Hållbår plans to eliminating the need for new clothes by up cycling old product we will drastically reduce our (consumers) Eco-footprint, which is much bigger than one rea l i z e s . “ We ( h u m a n s ) u s e t h e E a r t h’s r e s o u r c e s 3 0 - p e r c e n t f a s t e r t h a n t h e Earth can replenish those resources. At this rate, it takes our planet 18 m o n t h s t o g e n e r a t e t h e r e s o u r c e s t h a t h u m a n s u s e u p i n o n l y a y e a r .”

“Pr i c e i s w h at you p ay to d ay, c o s t i s w h at you s p e n d ove r t i m e”


H책llb책r is recreating fast fashion with the idea of slow fashion. 52% believe the quality of apparel has decreased in the last couple years, we see this as a reflection from fast fashion. Fast Fashion has provided cheap prices for a multitude of fast manufactured clothing; it has allowed quick fashion to keep up with trends and styles. However, this fast fashion has created enormous amounts of waste in energy and production with an immense amount of toxic waste. It takes 132 metric tons of coal to pro duce the 60 billion kilograms of textiles made each year. Cutting back on just 2.2 pounds of material can help reduce carbon emissions by nearly 8 pounds.

We a t H 책 l l b 책 r a r e w o r k i n g t o d o j u s t t h a t i n o u r s l o w c r a f t s m a n s h i p o f our clothing. Our handmade clothing is made out of high quality materials, with a higher level of personal attention and quality control from our designers. It is made to last for years, rather than to be discarded after one or two seasons, in contrast to the fast-fashion consumerism that fuels demand for mass production.

There are multiple environmental benefits associated with recycling clothing. It reduces the amount of pesticides used in growing cotton or to make fabrics from petroleum sources and the water needed to dye fabrics, and cuts down on the pollutants, greenhouse gases and volatile organic compounds released into the water and air from manufacturing processes. 11



ur designs are made with the environmental burden of waste,

life-cycle assessment, transparency and a conscious approach to creating sustainable collections. As the line evolves we seek to create ite ms w it h an opt i m a l b a l an c e of ut i l it y, b e aut y, an d, m o st of a l l, q u a l i t y. We p u s h u r b a n e s s e n t i a l s w i t h m o d e r n s i l h o u e t t e s .

Each piece is designed for practical use while still following current t r e n d s i n f a s h i o n . We a d d r e s s o v e r - c o n s u m p t i o n b y d e s i g n i n g products with durable and long-lasting aesthetics. Every product is creatively designed

t o t r a n s f o r m i n t o s o m e t h i n g e l s e . We l i k e t o

think of it as a two for one deal.


target markets

The Stylistic Location: Portland, Oregon Age: 40 Occupation: Art Director Annual Income: $95,000 Ho b b i e s : Tr av e l i n g , Ru n n i n g

The Visionar y Location: Copenhagen, Denmark Age: 32 Occupation: Entrepreneur Annual Income: $200,000 H o b b i e s : R e a d i n g , Te n n i s


The Expressionist L o c a t i o n : Va n c o u v e r, C a n a d a Age: 25 Occupation: Editor Annual Income: $45,000 H o b b i e s : B l o g g i n g , Yo g a

The Artisan L o cation: B oulder, C olorado Age: 45 Occupation: Photographer Annual Income: $65,000 Hobbies: Biking, Camping


LOCATION BREAK DOWN: TOP 4 SUSTAINABLE STATES IN US + COLORADO benefits in ranking from above-average pollution scores, scoring sixth best for birth-defect inducing toxins and carcinogenic chemicals released into waterways. Colorado also ranks 12th in particle pollution. The “Centennial State” has very good policy scores, ranking seventh for energy saving targets, according to ACE’s assessment. More than 6% of Colorado’s total energy output is from alternative resources, the eighth best rating in the country. Population: 5,024,748 (22nd) GDP: $252.6 Billion (19th) Toxic Waste: 41,532 Tons (19th) Carbon Footprint: 98.1 Million Metric Tons (27th) Alternative Energy: 10.0% (14th)

+ OREGON ranks in the middle third for all of our pollution metrics, including 29th in EPA toxic waste violations and 33rd in toxic exposure, according to the RSEI index. On the other hand, Oregon does exceptionally well both in policy and alternative energy. In the Pew Center on Global Climate Changes list of state energy-saving programs, Oregon has the second-most, behind only California. The state also produces the second-most hydroelectric energy, and the eighth most non-hydroelectric alternative energy, mostly from state wind farms. Population: 3,825,657 (27th) GDP: $165.6 Billion (26th) Toxic Waste: 61,876 Tons (23rd) Carbon Footprint: 43.5 Million Metric Tons (10th) Alternative Energy: 63.4% (3rd)


+ MONTANA is unofficially nicknamed “Big Sky Country.” It is understandable that residents would be proud of their air, as it is tied for the lowest rate of ozone particulates in the nation, according to the American Lung Association. The state also ranks well in many other categories. It ranks seventh for total energy used, however this is largely the result of the state’s relatively low population density, the third lowest in the country. Population: 974,989 (44th) GDP: $35 Billion (48th) Toxic Waste: 37,758 Tons (17th) Carbon Footprint: 37.7 Million Metric Tons (9th) Alternative Energy: 36.5% (6th)

+ IDAHO generates the greatest relative amount of renewable energy in the country, with 84.5% of all energy coming from alternative sources. Idaho ranks fifth for producing geothermal energy thanks to its unique terrain, and sixth for conventional hydroelectric power, thanks to the Snake River Plain and the state’s smaller rivers. Furthermore, the state has the fourth lowest rate of CO2 emissions from fossil fuel combustion. This is largely the result of the state’s extensive use of renewable energy. Population: 1,545,801 (39th) GDP: $54 Billion (42nd) Toxic Waste: 4,808 Tons (9th) Carbon Footprint: 16.2 Million Metric Tons (4th) Alternative Energy: 84.5% (1st)


our destination


(Social and Environment Responsibility)

Our responsibility is to guide consumers, employees and partners toward socially and environmentally responsible decisions that reflect both our values and those of humankind.

aim Our main goal is to reduce H책llb책r and our partners environmental f o o t p r i n t w i t h m i n i m a l i m p a c t o n l a n d , a i r a n d w a t e r ( L AW ) r e s o u r c e s . We t a k e v e r y e f f o r t t o m i n i m i z e w a s t e b y r e d u c i n g p a p e r u s a g e , energy consumptions and thoughtless disposal in our daily operations.

plan We p l a n t o t e a m u p w i t h t h e I O U P r o j e c t w h i l e t e l l i n g t h e s t o r i e s o f how our items were created, the people involved and the customers who purchased them. The essence of our e-commerce social network is to build a meeting place for a community that shares our brand v a lu e s of aut h e nt i c it y, t r ansp are n c y, i n n ov at i on an d b ot h s o c i a l an d e nv i ron m e nt a l re sp ons i bi l it y.


the iou project B

orn f rom the need to emp ower b oth the ar tisan and the consumer, The

IOU Proj e c t u s e s t r ansp are n c y, t r a c e - abi l it y, an d t h e s o c i a l we b to c re ate a new more empowered supply chain that they call the prosperity chain. The creation of their own brand and e-commerce platform brings to life this new idea and drives significantly more money into the producers’ hands. They offer unique, beautifully crafted pieces at the same price p oint as p opular, mass-pro duced, low-quality fashion. Their completely traceable supply chain tells you the entire story of your product and enables the customer to engage in the emotional link. The platform they have built will serve as a new industry standard as they will “white-label� it to all major apparel companies on earth.

E ach pro duct is made with a sp ecif ic co de. When given to the consumer, the code is able to be input on-line along with a picture of the customer wearing the garment. The customer, as well as others in the IOU commun it y, i s t h e n abl e to s e e w h o wove t h e f abr i c i n In d i a , t h e c r af t s m e n w h o assembled it in Europe and the customer who wore it. People in the IOU community are able to see photos of each member of the process as well as learn about them. (website includes a photo of each weaver as well as a short video, their enrollment form in the program, and a small description of their lives. 19

the market


he active-wear market is made up of fitness and sports apparel for

men, women and children. The category is valued at over $30 billion USD. Of that total, sales in active-wear have now reached just over one tenth of the entire apparel market, making this segment the most dynamic for opportunity growth. It is the market segment to watch over the next two years. Many industry analysts predict a 2.5-3% sales increase from 2012-2014.

According to the Global Industry Analysts, the world sports apparel industry is expected to exceed $126 billion by 2015. The market is driven by a trend toward healthier, active lifestyles with more mature demographics and women becoming more active.



YOU SHOULD KNOW... over a span of 46 countries, here are 5 key findings based on performance, outdoor and sports-inspired clothing and footwear.

1. Global sportswear sales are forecasted to hit 300 billion US dollars by 2017 2. Sales in Brazil have almost doubled in the past 5 years 3. The US is the largest market for outdo or fo otwear, but India is known to be the most dynamic 4. Per capita spending on performance clothing, japan is 6 times higher than China 5. Sports-inspired clothing and footwear will contribute to 12 percent of the total absolute sportswear growth over the next 5 years.


consumer education C


+ 82% of energy use, 66% of solid waste and over half of the emissions of air (83% carbon dioxide) are abused during washing and drying.

+ By washing half as often, the products overall energy rating can be cut by 50% with similar savings in air pollution and production of solid waste.

+ A typical garment is washed and dried around 20 times, Most of the environmental impact comes from laundering instead of growing, processing or producing the fabric or disposal at the end of life.

+ It takes 132 metric tons of coal to produce the 60 billion kilograms of textiles made each year. Cutting back on just 2.2 p ounds of material can help reduce carbon emissions by nearly 8 pounds.

+ T h e U. S . t e x t i l e re c yc l i ng i n du s t r y c ons i s t s of ab out 2 , 0 0 0 c omp an i e s , most of which are family-owned. They provide about 17,000 jobs and account for gross sales of $700 million ever y year.


YOU SHOULD KNOW... The US generates an average of 25 billion pounds of textiles per year – which is about 82 pounds per US resident. Of that 82 pounds, only 15 percent (12.3 lbs.) gets donated or recycled. 85 percent of textiles go to landfills, totaling about 21 billion pounds of post-consumer textile waste per year. That 21 billion pounds makes up 5.2 percent of all generated waste in the Unite States.





Metals & Glass



Textile Waste



Food Scraps

CONCERN FOR BROAD ENVIRONMENTAL ISSUES DECLINES AS ACTIVISM RISES Consumer concern for environmental and social issues has declines, while the percentage of consumers who say they practice activism has increased since 2008. One-third of consumers (33%) say they put effort into finding environmental-friendly clothing for themselves, up significantly from responses in recent years. 100% 90% 80% 2013 2008


70% 60% 50% 40% 30% 20% 10% 0%




90% 80% 70% 60% 50%

2013 2008

30% 20%












e build sustainability into everything we make, our products are designed

to have a long lifespan, sometimes longer than their usefulness to a single person. Hand it down, pass it on, give it away: we will warrant a product until normal wear and tear run their course.

consumer education

+ When leaving with your garment, hang it straight back into a hand in a well-ventilated location.

+ Freshen the garment by leaving it in a steam bathroom while showering.

+ Spot clean or hand wash in cold water using cold-water or biodegradable specific detergents.

+ Do not discard used products. Donate or recycle the items and give us an ot h e r opp or tu n it y to te l l an ot h e r stor y.

+ Reduce carb on emissions by switching to cold water. Energ y Star states that almost 90% of the energy consumed by a washing machine goes to heating water. In fact, each household that makes the switch to coldwater washing eliminates about 1,600 pounds of carbon dioxide emissions a year.

+ Sh op for e f f i c i e n c y. E n e rg y St ar w a s h i ng m a ch i n e s u s e 3 7 p e rc e nt l e ss energy and 50 percent less water than their conventional counterparts – which can save you hundreds of dollars over the life of the machine.


city start-up O






reasons. Seattle is a beautiful and



Wa s h i n g t o n





stimulating location, alive with growth,

e n e rg y an d i n n ov at i on . T h e are a c ont i nu e s to e x p an d i n te ch n ol o g y, t h e ar t s , commerce, medicine, politics, outdoor life and pop culture. tle are described as

People in Seat-

highly educated and environmentally minded; a city who

c e l e b r a t e s i t ’s b r a n d n e w l i g h t r a i l s y s t e m s , r e l i a n c e o n h y d r o e l e c t r i c i t y a n d global warming initiatives. This portion of the west coast is now considered a part of a growing technology hub.

Geographically speaking, Seattle is one of the most beautiful urban centers nestled within two mountain ranges, offering residents a multitude of diverse and year round recreational activities and unique cultural experiences. The layout of Seattle is easy to navigate with a transportation system that gets you where you want to go. From a marketing perspective, customers are able to appreciate items they choose to invest their money in. Hållbår designs are always made to order and we found the perfect location to build our collections and continue some incredible stories, along with our s t o r y . We l c o m e t o “ s l o w f a s h i o n ,” w h e r e d e s i r i n g a n d w a n t i n g a r e b o t h p a r t o f t h e p l e a s u r e . Tr u n k p i e c e s c o nt a i n s o m e t h i n g s p e c i a l a n d t h at s o m e t h i n g m i g h t n e v e r h a p p e n a g a i n . We t a k e p r i d e i n o u r h a n d m a d e c r a f t o v e r f a s h i o n f a s h i o n p r o d u c t i o n s c a l e s . We c r e a t e p r o d u c t s t h a t a r e w e l l - w o r t h t h e w a i t .


delivery and policies





All pieces are purchased under the trunk section and will be delivered within the written time frame on the order purchase. The pieces are made-to-order and we will start immediate production once the trunk order is placed. Our p r o d u c t s a r e c o n s i d e r e d t o b e “ s l o w f a s h i o n .� We t a k e p r i d e i n o u r p r p r o duction process and quality in our handcrafted and up-cycled garments. This might add a long time-window before you receive your finalized order but it w i l l g u a r a n t e e t h a t a l l p i e c e s a r e m a d e e x c l u s i v e l y f o r y o u . We e n s u r e t h a t w e d o n ot pro du c e u n n e c e ss ar i ly, t hu s m i n i m i z i ng ou r w a ste. If you w i s h to d i s cuss deliver y or receive other information regarding your tr unk order, pleaser write to us at

DELIVERIES D e l i v e r y c o s t w i l l b e c h a r g e d i n a d d i t i o n a n d w i l l b e s h o w n i n y o u r t o t a l . We are committed to sending your orders anywhere in the work and will do our ve r y b e st to e nsu re t h at we d o t h i s i n a t i m e ly, s afe an d c o st - e f fe c t ive f a m an n e r at a l l t i m e s . For an i nte r n at i on a l d e l ive r y, pl e a s e c ont a c t u s to c on f i r m your purchase and arrange delivery terms. The items are under our responsibility until they have reached their final destination.

CANCELLATIONS customer satisfaction is always our top priority and we handle each inquire on an i n d iv i du a l b a s i s to t h e b e st of ou r abi l it y. If you n ot i c e a m i st a ke i n your order and wish to cancel, please do not hesitate to contact us within 24 hours of your delivered at:




If you are not fully satisfied with your purchased product, we will offer an exchange or refund.


competitor analysis




Helveticus is a located out of Switzerland. The brand specializes in creating handmade bags and accessories from up-cycled swiss army blankets. Prices range from $40-$400.

Remade in Switzerland is a global brand based directly out of Switzerland. The brand specializes in outerwear jackets and coats made from sustainable sourced and up-cycled military surplus materials. Prices range from $100-$400.



From somewhere is a company based out of London, England. The brand specializes in creating products from manufacturing houses and textile mills of the luxury fashion industry. Prices range from $400-$700.

Norwegian Rain is a company based out of Norway. The brand’s main focus is on producing hi-tech, waterproof and recycled rain coats from fabrics sourced out of Japan. Prices range from $200-$2000.



Our originality and loyalty to our customers create an unique retail experience with innovative up-cycled products. Our company is targeted toward a wide customer base, from men to women, for a variety of activities whether that be work or pleasure. We are providing a new lease of life to our redefined silhouettes.

Crafted design made out of high-quality materials made to last for years, increasing brand values while identifying a need for our products within the market place. We are taking a spin in up -cycling by looking at the ways to deal with a product at the end of its useful life. There are no companies like us in the industry within our location.



Existing customer reactions to our market entry could hinder business along with new market experience with out up-cycled products. We are a new market creating a niché in an industry that consists of 2,000 companies – most of which are already family owned.

Existing businesses with similar products and sustainable values who have already established themselves will threaten the initial success of our business. We will have to differentiate ourselves with materials and designs.






norwegian rain hålbår

Remade in switzerland

from somewhere 33

sourcing , Los Angeles, CA -Russia Military wool blankets: 54� x 73� - $18.00 -Wool US G.I. Blankets: 100+ $43/each -Swedish ten shelter quarter $12/each -Full length ponchose US camo: 26+ $15/each -Swiss camo (aesome print) - $18/each *as well as bags and other military accessories -Hungarian Olive Wool Blanket (Pack of 5) - $46.97 USD -Belgian Camo sleeping back pack of 5 - $35.17 USD -French Army Sleeping Bag - 12.00 Euros Dutch Therm-A-Rest - 19.95 Euros Cotton White Cellular Blankets - 5.00 Euros Dutch Gore-Tex Bivi Bags - 25.00 Euros Polish Teepee Tent - 12.95 Euros Sandless Sandbag Alternative - Dam it up bags - 2.50 Euros British Camo Nets Green (9 x 5 feet) - 7.95 Euros


margin and profits







Picnic Pants

Blankets (2)

$18 each/ $36





Backpack Jacket

Blankets (2)

$18 each/ $36











Sleeping Bag








Hooded Vest







Skirt to Pant

U.S. Camo Poncho






Pillow Tent Poncho

Tent (3 pieces) (sold in quartrs)

$12 each/ $36





Hooded Coat Pack

Swiss Camo Jacket






Blanket Pant

Rain Suit






Carry-On Fluff Coat

Sleeping Bag






Hammock Pants

Blankets (2)

$18 each/ $36





Sleeping Jacket




B e c au s e we are a s m a l l s c a l e an d br an d n e w c omp any, we w i l l on ly b e distributing our products directly from our website:

sign in | basket (4)

sign in | basket (4)

about | shop | sale | lookbook | store locator | blog | search SHOP >> ALL

backpack jacket $152.00


sleeping jacket $152.00

pillow tent poncho $101.00

picnic pant $100.00

pant to skirt $42.00

international focus + Vancouver Canada Vancouver is said to be the world’s greenest city by 2020. The city is most known for using renewable resources like wind, solar, and wave power. 90 percent of the power supply is hydroelectric. Vancouver also has the lowest per capita carbon emission of any major city and is aimed to decrease emission by an additional 33 percent by 2020. They also enforce strict “green building” restriction codes in which all new developments must be carbon neutral.

+ Oslo, Norway In Oslo, Norway, 2/3 of the area is covered in protected forest, waterways and agricultural land. The town has city lighting that adjusts by traffic conditions and weather. They are key in using bio-methane from waste to power mass transit and heating and provide biking programs to reduce transportation emissions. Oslo has implemented an increased number of electrical cars that receive free parking, free tolls and access to lanes generally reserved for public transportation. Heating systems are powered by 80 percent renewable energy-biomass from residual waste. Within the next decade, Oslo pans on using 100% renewable energy for heating and aims to cut carbon emissions by 50 percent by year 2050.

+ Curitiba, Brazil Sustainability, energy efficiency and anything environment friendly has been in Curitiba, Brazil’s plan of action since the early 1970s. There are more than 52 square meters of green space per resident and more than 1.5 millions trees are planted and over 28 parks and forests developed. Inexpensive and fast transit service for residents are used to reduce vehicle emissions. A key finding is that 90 percent of residents recycle 2/3 of their daily garbage. Consumers are able to exchange trash for transit tokens or fresh produce. This system has reduced waste in even the poorest sections of Curitiba. Mayor Jamie Lerner states, “When a city accepts as a mandate its quality of life; when it respects the people who live in it; when it respects the environment; when it prepares for future generations, the people share the responsibility for that mandate.”

+ Copenhagen, Denmark In Copenhagen, more than 1/3 of the city’s 1.2 population regularly bike to work, leaving 217 miles throughout the city dedicated to bike lanes. The city is aiming for 50 percent of the population to bike for transportation by the year 2015 which will close down major roads to cars and develop 43 more miles of bike lanes for transportation. Copenhagen is known for having the largest wind turbine industry in the world and is the leader in win production with roughly 19 percent of the country’s power needs is by wind. There is a well0known offshore wind farm planned for this year that will feature 111 turbines that will supply an additional 4 percent of power needs. Copenhagen’s ultimate goal is to be the first carbon neural capital by year 2025. A mandatory green roof policy will be implemented and will require all new developments to incorporate vegetation into building designs. Parks are being installed so that by year 2015 all residents will be able to walk to a green location in less than 15 minutes. 38

mood and color story

11-4201 TCX

17-1045 TCX

14-4002 TCX

18-0306 TCX

13-0607 TCX

18-1404 TCX

16-1407 TCX

19-0303 TCX

17-1456 TCX

what was... A combination of rayon and polyester fabricate to produce the raincoat. Rayon is an interesting fabric due to its artificial origin but made from naturally occurring fibers. Polyester is also added to the blend, which adds carcinogeni c c h e m i c a l s t o m i x i n , a d d i n g t o t h e c h e m i c a l p o t . Wa t e r p r o o f i n g m a t e r i a l s i s added include resin, pyridinium or melamine complexes, polyurethane, acrylic, f l u o r i n e o r Te f l o n .

what is... H å l l b å r ’s g o a l i s t o r e v e r s e T h e E PA e s t i m a t e . T h e a v e r a g e A m e r i c a n t h r o w s a w a y ab out 70 p ounds of clothes a year. A shir t reused saves the environmental cost of a new shirt produced. Our designs reuse what was already there eliminating the production costs and moving forward with creating a quality product.


jacket backpack


hooded vest


what was... The hooded vest was once a Cotton T-shirt which would take anywhere from 700 to 2,000 gallons of water to produce about a pound of conventional cotton – enough for a single T-shirt or 3.5% of the total amount of water used in crop production worldwide. This also pollutes 50 billion cubic meters of water every y e a r. B u t t h e r e a l i s s u e i s n’t n e c e s s a r i l y P T F E , w h i c h i s c h e m i c a l l y i n e r t a n d non-toxic, but the synthetic chemical used in its production – perfluorooctanoic acid (PFOA).

what is... Our T-shirt vest is made out of goretex a breathable waterproof fabric. Goretex is made from polytetrafluoroethylene (PTFE), as included in non-stick frying pans. Hållbår benefits from the reuse of this toxic production process, thus saving 42 gallons of oil and half a ton of toxic air emissions for every 150 products produced.


what was... A combination of rayon and polyester fabricate to produce the raincoat. Rayon is an interesting fabric due to its artificial origin but made from naturally occurring fibers. However souring is minimal, wood grown intensively in appropriate areas can cause soil degradation and erosion. In addition can cause high air pollution and water emissions. Polyesters can be added to the blend that produced the raincoat; the laminated or coated poly is covered with PVC films which are generally the least exp ensive for longer-term fabrications. However, polyester is a non-renewable resource with minimal local sources available.

what is... H책llb책r has a benefit where they can take this old product and turn it around a n d o r s o u r c e p r o d u c t m a d e f r o m Te n c e l , a n a l t e r n a t i v e f i b e r. T h e c e l l u l o s e o r g r o u n d p u l p u s e d f o r Te n c e l i s t r e a t e d i n w h a t i s k n o w n a s a c l o s e d l o o p p r o c e s s in which non-toxic organic solvents are recycled with a recovery rate of 99.5% and bleach is not required. The tiny amount of remaining emissions is decomposed in biological purification plants.


harem pant skirt


sleeping jacket


what was... The sleeping jacket – a by-product of rayon, viscose, acetate – has its benefits along with challenges. Rayon is a renewable purified wood pulp resource that is reusable and biodegradable. However souring is minimal, wood grown intensively in appropriate areas can cause soil degradation and erosion. In addition can cause high air pollution and water emissions.

what is... Hållbår can take this product and reuse the material while eliminating waste a n d u n n e c e s s a r y o r u n w a n t e d e m i s s i o n s . B e i n g f r o m Wa s h i n g t o n , w e c o n s i d e r wood fibers to be a renewable resource, but it still takes a lot of energy and some nasty chemicals to produce rayon. Again, our advice would be to care for your rayon to maximize its lifespan and try not to buy newly manufactured rayon.


what was... Te n t s t r u c t u r e s a r e c o m m o n l y m a d e o f P o l y e s t e r. T h e m o s t f r e q u e n t l y u s e d b a s e m ate r i a l b e c au s e of it s s t re ng t h , du r abi l it y, c o s t an d s t re tch . Polye s te rs l am i nated or coated with PVC films are generally the least expensive for long-term fabrications. However, p olyester is a non-renewable resource with minimal local sources available. With a long line of processing there often involves use of carcinogenic chemicals such as benzene, toluene, arsenic and heavy metals.

what is... At H책llb책r we take this product forget the waste of production and take into consideration











such as nylon, taking 30-40 years to decompose. This is a major benefit for our re purposed designs that create quality with life span.


pillow tent poncho


picnic pant


what was... Our picnic pant is a blend of wool a natural fiber that is rapidly renewable an d abu n d ant l o c a l ly. T h e f i b e r i s u s e d i n it s l e a st pro c e ss st ate w h i ch pro vides a bio degradable material that can b e rec ycled. However, wo ol often involves the use of pesticides and fertilizers and can consume large amounts of water and chemicals and pro duce heavily p olluted wastewater. The sheep that are farming can degrade the land.

what is... Now if we all looked to H책llb책r and promoted this reuse ideal of use what you have, do what you can and if everyone bought just one reclaimed woolen garment each year, it would save an average of 300 million gallons of water and 400 tons of chemical dyes.


what was... Sleeping










sions if made of virgin p olyester. Polyester is a non-renewable resource with minimal local sources available. With a long line of processing, the process often involves use of carcinogenic chemicals such as benzene, toluene, arsenic and heavy metals. Many of the dyes and carriers that are added are allergy provoked. Most sleeping bag productions are manufactured out of goose down, which bears some responsibility for the carbon cost of raising geese and the portion becomes significant due to the intensity of the methane (produced by geese) as a green house gas.

The material becomes a non-degradable fabrica-

tion with minimal recycling infrastructures.

what is... H책llb책r takes this non recycling and non degradable material and gives it a second life with minimal impact on re-purposing the garment for reproduct i o n . We a l s o l o o k t o f i n d p r o d u c t s t h a t w h e r e o r i g i n a l l y p r o d u c e d b y Te n c e l , a regenerating, cellulose fiber that is manufactured using an extremely efficient, closed-loop system.

It is processed using a non-toxic organic solvent

solution of which 98% of the materials used are recovered and reused. This allows our pro duct to star t clean and end cleaner.


carry-on fluff coat


hammock pant


what was... Cotton is the primary product for use in the hammock pant. The fiber once benefited in the local sources available, biodegradability and rapidly renewable resources. However, cotton can use large quantities of insecticides and fer tilizers during production, in addition to intensive farming can lead to land degradation and the numb er one kno ck is the use of large amounts of water. Ab out 1,500 gallons of water are required to produce the 1.5 pounds of cotton used to make a single pair of jeans, not including the water used to dye and finish t h e f a b r i c . C o m p a r i n g c o t t o n w i t h d e n i m , I n a s t u d y d o n e b y L e v i ’s , r e s e a r c h e r s found that manufacturing one pair of jeans requires 400 mega joules of energy and expels 71 pounds of carbon dioxide. The amount of carbon dioxide emitted to produce one pair of jeans is equivalent to driving 78 miles.

what is... HĂĽllbĂĽr has the opportunity to reuse and up-cycle cotton. This is the number one bonus to cotton production. While the reuse or cotton is implemented, the production costs and hazards are lost. In addition to create a bonus garment, we try to reuse 100% organically grown cotton, which does not use pesticides, herbicides, synthetic fertilizers or defoliants at any point in its growth and development. Cotton grown in the United States uses comparatively less water; although about a third of a pound of chemical pesticides and fertilizers go into each pound of conventionally-grown American cotton. 59

what was... Sleeping bag production depending, on the process, can produce strong emissions if made of virgin p olyester. Go ose down b ears some resp onsibility for the carbon cost of raising geese and the portion becomes significant due to the intensity of the methane (produced by geese) as a green house gas.

what is... At H책llb책r we up-cycle each product which allows us to cut the production emissions while reusing the material we are saving at least 35 percent less emissions from virgin polyester and 50 percent less than virgin nylon.


hooded coat pack


blanket pant


what was... The fabric of many raincoats is made of a blend of two or more of the following materials: cotton, p olyester, nylon, and/or rayon. R aincoats can also made of wool, wool gabardine, vinyl, microfibers and high tech fabrics. The fabric is treated with chemicals and chemical compounds, depending on the kind of fabr i c . Wa t e r p r o o f i n g m a t e r i a l s i n c l u d e r e s i n , p y r i d i n i u m o r m e l a m i n e c o m p l e x e s , p o l y u r e t h a n e , a c r y l i c , f l u o r i n e o r Te f l o n . S y n t h e t i c f i b e r s a r e t r e a t e d b y m e t h y l siloxanes or silicones (hydrogen methyl siloxanes). The cost of manufacturing on the environment creates nitrous oxide a green house gas 296 times more potent than carbon dioxide, a leading cost to global warming. In addition it is a non-degradable substance that will only add to our accumulating human waste.

what is... Our product is up-cycled form of the once manufactured garment of origin. In this case the raincoat is saving on manufacturing and admitants into the atmosphere









the impact from nylon. H책llb책r is cutting out the production process saving on waste. In addition, since nylon cannot yet be recycled, we take old product and re-purpose its design. If needed, our material will be re-waxed for water repellent through natural fibers, like cotton and linen, being bathed in wax.


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CREDITS Location: Savannah Ga Models: Alexandra Weinberg Jordan Trinci-Lyne Film: Fiona Gorman Packaging: Shelby Dieckamp Photographer: Alexis Castillo-Snyder Designer: Nicolette Capizzo