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saab to launch a clothing line (59.489726035537075 , 17.9296875) It’s interesting how brands are starting to embrace the broader lifestyle concept surrounding the environment.

One tactic to broaden the idea is to partner with other like-minded companies to generate a halo effect.

Saab, a company not necessarily known for its green credentials, but is now keen to push them, has just embarked on a new program.

Saab is moving into the clothing business with the launch a new “Pure BioPower EcoClothing” collection.

The goal is to push Saab’s BioPower technology.

To do this, the Swedish automotive giant has partnered with Reflective Circle for the clothing that will include a range of dresses, t-shorts, blouses made from certified organic cotton, other clothing lines will be introduced over the course of the year.

The line will be available online at Saab Expressions.

The idea of partnering and combining to add impact is interesting in this case.

Traditionally, brands have partnered with companies of equal size and weight and in areas where there is obvious synergy.

In the case of the environment, smaller companies that are focused on the ethical side can bring a considerable halo to the larger firm.

The challenge for these small companies is to protect their integrity because they will have many critics who don’t support the idea of partnership with companies who don’t have ethical and environmental considerations at the center of their corporate mission.

Idea from Claes Foxerus



Posted by Ed Cotton Howies has an interesting article in its latest catalog, entitled "The End of Push".The article refers to a new t-shirt printing shop the company has established.

It obviously brings them greater flexibility and the ability to waste less.

The article is a micro-summary of the consumer economy; companies make stuff they believe will sell based on the best research available, then they push like hell to try and sell it.

There are always going to be gaps between what's made and what can be pushed, which is where the wastage comes in.

Howies has a new model for its t-shirts; based on limited runs and custom orders; it's designed to eliminate waste and guessing.

How much could be saved if other industries were to move to more customized and personalized production?

Could we be persuaded to wait to have things made for us?