Swedish premium car brand, Saab, has made a business out of producing
fun-to-drive vehicles combining its Scandinavian design principles of
form and function with responsible performance. Today, Saab is
translating those values to clothing, launching the Pure BioPower Eco
Clothing Collection in partnership with the Swedish clothing design
firm Reflective Circle.
The fashions were revealed at an exclusive pre-New York Auto Show party
where the Saab 9-X BioHybrid concept made its North American debut. A
glimpse of what a future compact car from Saab could look like, the
Saab 9-X BioHybrid concept is designed to reflect the priorities of
youthful customers seeking progressive looks, responsible performance
and high-tech communications in a fun-to-drive package.
The Saab 9-X BioHybrid concept is E85 bioethanol-capable and is
equipped with the next-generation GM Hybrid system. Joining the Saab
9-X BioHybrid concept at the party and at the auto show is the E85
bioethanol-capable Saab 9-4X BioPower concept, which debuted in January
in Detroit. Both concepts reaffirm Saab’s commitment to develop cars
that save fuel and produce fewer emissions.
“Many of our customers tell us they want to make a positive impact on
the environment not only with the cars they drive, but also with the
products they buy and use,” said Knut Simonsson, Saab Automobile AB
Global Brand & Sales Operations executive director. .
Performance and responsibility go hand-in-hand
Customers demand quality, durability and performance from automobiles
as well as clothing. Saab and Reflective Circle both work to bring
innovative solutions to minimize environmental impacts, while
maintaining attributes which customers demand.
Saab has a 30-year history of turbocharging technology, which takes
advantage of smaller engines to deliver higher performance and greater
efficiency. Turbocharging, coupled with the use of E85 (85 percent
bioethanol, 15 percent gasoline), termed Saab BioPower, fulfills the
customer expectation of fun-to-drive, high-performance vehicles with
the added benefit of enhanced performance and cleaner burning fuel.
This is part of what Saab calls “Responsible Performance.” In 2007,
Saab was the best-selling brand in the flex-fuel segment in Europe with
the 9-3 and 9-5 BioPower vehicles.
Circle , formed in 2001 by Swedish designer Josefin Lassbo, is
dedicated to sustainable, ecological fashion, produced ethically. In
accordance with the Reflective Circle holistic design process, every
part of the production is equally important. In terms of fashion, it
means the use of ecological materials, fabrics and processes as well as
fair trade and conduct toward employees
Saab decided to launch a clothing collection, we wanted to do it in
cooperation with someone who shares our mindset,” said Simonsson. “This
partnership is not only about design or fashion, it’s also about having
the same ambition: pushing an industry by innovating where other see
Putting the ‘Pure’ in the Pure BioPower Eco Clothing Collection
Garments in the Pure BioPower Eco Clothing Collection by
Saab/Reflective are made from 100 percent ecological/organic cotton,
certified by Skal International*. The mission of Skal is to offer
certainty to the consumer that a product that indicates “organic” truly
originates from an organic production process. The organization
conducts independent surveys and inspections. Therefore, each step in
the Pure BioPower Eco Clothing Collection’s production process must be
taken with consideration for the environment. Fabric dyeing, printing
and washing is done in an environmentally certified system.
In an added effort to support and broaden consideration for the
environment and the link to fashion, Saab Automobile USA is donating
$40,000 to the Earth Pledge FutureFashion Initiative. The Earth Pledge
FutureFashion Initiative demonstrates that fashion can be sustainable.
Working with the fashion industry, Earth Pledge promotes renewable,
reusable and organic materials and methods. The donation will help the
non-profit organization with an exciting program to be announced at a
Little Things Mean A Lot
An innovative twist on the Scandinavian design principle of form and
function is the Coroso Nut. The buttons in the Pure BioPower Eco
Clothing Collection are made from Coroso nuts. Coroso nuts come from
Palm trees found in the rain forests. Using these nuts to make buttons
is an organic, sustainable solution to fabricating synthetic materials
to make buttons. It’s a small element to be sure, but it serves to hold
things together. “ The benefit with the Coroso nut is that its harvest
leaves the rain forest untouched,” Simonsson added. “Even more, the use
of the Coroso nut gives an economic use to the rain forest and so helps
to protect the rain forest.”
BioPower Eco Clothing Collection is committed to the environment –
social as well as natural. Social responsibility is at the heart of the
commitment. The factories producing the clothing are committed to
ethical practices by vigilantly adhering to standards such as freely
chosen employment; no tolerance of child labor; payment of a living
wage; healthy and safe conditions; and reasonable working hours.
Pure BioPower Eco Clothing Collection by Saab/Reflective
The Pure BioPower Eco Clothing Collection by Saab/Reflective is
women’s, men’s and unisex apparel and accessories. The clothing pieces
in the first collection include T-shirts, button-down shirts, jersey
shirt, ladies shirt dress and tennis shirts. Additionally, the line
will grow with items such as caps, scarfs, belts, bags as well as pants
and a business wear collection. All items in the first collection will
be available late May for purchase online at www.saabexpressions.com .