touching down collection to u c h in g d o w n c o lle c tio ... - Atreebutes
touching down collection to u c h in g d o w n c o lle c tio ... - Atreebutes
touching down collection to u c h in g d o w n c o lle c tio ... - Atreebutes
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I<br />
<strong><strong>to</strong>uch<strong>in</strong>g</strong> <strong>down</strong> <strong>co<strong>lle</strong>c<strong>tio</strong>n</strong> 2010/2011<br />
<strong><strong>to</strong>uch<strong>in</strong>g</strong> <strong>down</strong>
o<strong>lle</strong>c<strong>tio</strong>n<br />
II<br />
III
IV<br />
th<strong>in</strong>k of a cloth<strong>in</strong>g company. but imag<strong>in</strong>e there are<br />
no employees. no 40-hour work<strong>in</strong>g week. the compa<br />
doesn’t even have a landl<strong>in</strong>e phone connec<strong>tio</strong>n.<br />
ma<strong>in</strong>ly because there is no „headoffice“ <strong>to</strong> put the<br />
telephone <strong>in</strong><strong>to</strong>. there is no „report<strong>in</strong>g cha<strong>in</strong>“ <strong>to</strong> a rem<br />
cfo or board of direc<strong>to</strong>rs. the company doesn’t even<br />
hire pr agencies <strong>to</strong> make up good s<strong>to</strong>ries about it<br />
or poll<strong>in</strong>g firms <strong>to</strong> do „core market research“ and f<strong>in</strong>d<br />
out what’s gonna be next season’s hot shizzle<br />
„out there“.<br />
imag<strong>in</strong>e the company actually is „out there“ every<br />
day. <strong>in</strong>stead of employees, there are talented<br />
friends liv<strong>in</strong>g <strong>in</strong> new york, bali or zurich contribut<strong>in</strong>g t<br />
all aspects of the brand with great passion and<br />
talent. and <strong>in</strong>stead of cfos and board people there’s<br />
just us. longtime friends that not only own the<br />
company <strong>to</strong>gether but are passionately <strong>in</strong>volved <strong>in</strong> i<br />
products from the first ideas <strong>to</strong> produc<strong>tio</strong>n. and <strong>in</strong><br />
the end even pack the boxes and send them <strong>to</strong> you<br />
just <strong>to</strong> make sure it gets done right. and th<strong>in</strong>k or<br />
talk about their „bus<strong>in</strong>ess“ not only between 9 am<br />
and 5 pm, but pretty much all the time. because the<br />
are not just <strong>in</strong> it <strong>to</strong> make money.<br />
they love what they do and they have a hell of a<br />
good time.<br />
some call it „blue eyed“ or „unbus<strong>in</strong>esslike“.<br />
we decided <strong>to</strong> call it atreebutes.<br />
frederik & nicolas
ny<br />
ote<br />
o<br />
ts<br />
.<br />
y<br />
V
VI<br />
VII
VIII
IX<br />
X
XII<br />
XIII
XIV
XV<br />
XVI
XVII<br />
XVIII
II XIX
XX<br />
XXI
XXII
XXIII<br />
XXIV
XXV<br />
XXVI
the s word<br />
there is this word. susta<strong>in</strong>ability. it is all over the place.<br />
it has become so popular that some people use it without<br />
consider<strong>in</strong>g what great responsibility comes with it.<br />
even the petrol <strong>in</strong>dustry and major airl<strong>in</strong>es like the sound<br />
of this word and look for the 2 green percent <strong>in</strong> their<br />
companies <strong>to</strong> create a global market<strong>in</strong>g campaign out<br />
of them.<br />
although – or maybe because – our ma<strong>in</strong> goal at<br />
atreebutes is <strong>to</strong> make clothes that are better and healthier<br />
for people and have little <strong>to</strong> no impact on the environment,<br />
we know that we have <strong>to</strong> take it easy with the use of<br />
the s word.<br />
because we know that everyth<strong>in</strong>g we do messes someth<strong>in</strong>g<br />
up. even if we try <strong>to</strong> be a good or „less bad“<br />
brand, we still create problems that wouldn’t be there<br />
without us. if we wanted <strong>to</strong> live a susta<strong>in</strong>able life, we<br />
shouldn’t be do<strong>in</strong>g a cloth<strong>in</strong>g brand. it’s as easy as that.<br />
you can buy an organic apple at your local farmer’s<br />
shop and with some luck it is 99% organic because the<br />
is ma<strong>in</strong>ly water and sun <strong>in</strong>volved <strong>in</strong> grow<strong>in</strong>g that apple.<br />
but there are so many steps <strong>in</strong>volved <strong>in</strong> mak<strong>in</strong>g a simp<br />
t-shirt that once it is f<strong>in</strong>ished, it has done some harm.<br />
we are aware of that.<br />
but on the other hand if you want <strong>to</strong> make a differenc<br />
you have <strong>to</strong> start at some po<strong>in</strong>t. without be<strong>in</strong>g <strong>in</strong>timidat<br />
by what problems might lie ahead of you. that’s why<br />
we’re cool with the fact that the s word is so popular rig<br />
now. it creates awareness for what’s go<strong>in</strong>g on <strong>in</strong> this<br />
world. and if it motivates people <strong>to</strong> make only a small<br />
step <strong>in</strong><strong>to</strong> the right direc<strong>tio</strong>n, it means they make one ste<br />
less <strong>in</strong><strong>to</strong> the wrong.<br />
that is our mission. no steps <strong>in</strong><strong>to</strong> the wrong direc<strong>tio</strong>n.<br />
what you hold <strong>in</strong> your hands right now is our personal<br />
next step.<br />
if you dig it and it maybe even gets you <strong>to</strong> change som<br />
of your old ways, we are on the right rack.<br />
and if you feel like walk<strong>in</strong>g with us, drop us a l<strong>in</strong>e. you<br />
always welcome@atreebutes.com.
e<br />
.<br />
le<br />
e<br />
ed<br />
ht<br />
p<br />
e<br />
u’re<br />
XXVII<br />
XXVIII
XXIX
XXX<br />
XXXI
XXXII
XXXIV
XXXVI
XXXVIII
XXXIX XL
XLI
XLII<br />
XLIII
XLIV<br />
XLV
I contreebutes<br />
‘ women <strong>in</strong> the hood ’<br />
hoody with <strong>in</strong>tegrated<br />
scarf. shell 100% organic<br />
cot<strong>to</strong>n<br />
(# 1022030)<br />
II <strong>in</strong>stant classics<br />
‘ hood d ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021022)<br />
III <strong>in</strong>stant classics<br />
‘ cardigan ’ 100% organic<br />
cot<strong>to</strong>n (# 1021023)<br />
IV contreebutes<br />
‘ nico vs. nico ’ regular fit.<br />
100% organic cot<strong>to</strong>n<br />
(# 1021016)<br />
V contreebutes<br />
‘ dress 6 ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022044)<br />
VI <strong>in</strong>stant classics<br />
‘ rodeo shirt ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021020)<br />
VII <strong>in</strong>stant classics<br />
<strong>to</strong>p: ‘see i’<br />
pant: ‘ jeans legg<strong>in</strong>gs ’<br />
97% organic denim,<br />
3% acrylic (# 1022046)<br />
VIII fk signature<br />
‘ dj tee ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021001)<br />
IX <strong>in</strong>stant classics<br />
‘ yupik pilot jacket ’<br />
shell: 100% wool<br />
(# 1021024)<br />
X contreebutes<br />
‘ patchwork tank ’<br />
100% organic cot<strong>to</strong><br />
(# 1022049)<br />
XI <strong>in</strong>stant classics<br />
‘ yupik mobile hom<br />
parka ’<br />
shell: waxed organi<br />
cot<strong>to</strong>n (# 1021011)<br />
XII <strong>in</strong>stant classics<br />
‘ yupik herr<strong>in</strong>gbone<br />
jacket ’<br />
shell: 100% wool<br />
(# 1021027)<br />
XIII contreebutes<br />
‘ a cut long tee ’<br />
100% organic cot<strong>to</strong><br />
(# 1022038)<br />
XIV contreebutes<br />
‘ twolong hooded<br />
sweat ’<br />
100% organic cot<strong>to</strong><br />
(# 1022031)<br />
XV<br />
see XIV<br />
XVI contreebutes<br />
‘ pocket flag tee ’<br />
100% organic cot<strong>to</strong><br />
(# 1021064)<br />
XVII<br />
see XXI
n<br />
e<br />
ic<br />
n<br />
n<br />
n<br />
XVIII contreebutes<br />
‘ reversible sweater ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022043)<br />
XIX <strong>in</strong>stant classics<br />
‘ logo tee ’ regular fit<br />
100% organic cot<strong>to</strong>n<br />
(# 1021014)<br />
XX <strong>in</strong>stant classics<br />
‘ nico stash hoody ’<br />
(transport mode)<br />
100% organic cot<strong>to</strong>n<br />
(# 1021017)<br />
XXI <strong>in</strong>stant classics<br />
‘ nico stash hoody ’<br />
(shell mode)<br />
100% organic cot<strong>to</strong>n<br />
(# 1021017)<br />
XXII nm signature<br />
‘ convertible hoody w/<br />
face mask ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021008)<br />
XXIII contreebutes<br />
‘ reversible sweater ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022043)<br />
XXIV <strong>in</strong>stant classics<br />
‘ cardigan ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021023)<br />
XXV <strong>in</strong>stant classics<br />
<strong>to</strong>p: ‘ superior cut tee ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022034)<br />
contreebutes<br />
pant: ‘no fitness pant<br />
loose ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022032)<br />
XXVI fk signature<br />
‘ soccer shirt xl cut ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021004)<br />
XXVII contreebutes<br />
<strong>to</strong>p: ‘ superior cut tee ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022033)<br />
<strong>in</strong>stant classics<br />
pant: ‘ she-se<strong>lle</strong> denim<br />
pant ’ 97% organic<br />
denim, 3% acrylic<br />
(# 1022047)<br />
XXVIII <strong>in</strong>stant classics<br />
‘ she-se<strong>lle</strong> denim pant ’<br />
97% organic denim,<br />
3% acrylic<br />
(# 1022047)<br />
XXIX fk signature<br />
‘ k<strong>in</strong>g tee ’ xl cut<br />
100% organic cot<strong>to</strong>n<br />
(# 1021068)<br />
XXX nm signature<br />
‘ but<strong>to</strong>n up ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021010)<br />
XXXI <strong>in</strong>stant classics<br />
‘ tribute <strong>to</strong> as tee ’<br />
regular fit<br />
100% organic cot<strong>to</strong>n<br />
(# 1021063)<br />
XXXII contreebutes<br />
<strong>to</strong>p: ‘ woods<strong>to</strong>ck <strong>to</strong> brooklyn<br />
<strong>to</strong>p ’ 100% bamboo<br />
(# 1022041)<br />
pant: ‘ yo-go tra<strong>in</strong>er pant ’<br />
100% bamboo<br />
(# 1022048)<br />
XXXIII<br />
see II<br />
XXXIV contreebutes<br />
‘ woods<strong>to</strong>ck <strong>to</strong> brooklyn<br />
<strong>to</strong>p ’ 100% bamboo<br />
(# 1022040)<br />
XXXV<br />
see XXII<br />
XXXVI nm signature<br />
‘ yeti tee ’ slim fit<br />
100% organic cot<strong>to</strong>n<br />
(# 1021007)<br />
XXXVII <strong>in</strong>stant classics<br />
‘ overlap tee ’<br />
100% bamboo<br />
(# 1022039)<br />
XXXVIII<br />
see V<br />
XXXIX fk signature<br />
<strong>to</strong>p: ‘ blicksuit jacket ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021002)<br />
pant: ‘ blicksuit pant ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021003)<br />
XL contreebutes<br />
‘ careflap cut tee ’<br />
100% bamboo<br />
(# 1022035)<br />
XLI contreebutes<br />
<strong>to</strong>p: ‘ a cut long tee ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1022054)<br />
pant: ‘yo-go tra<strong>in</strong>er pant ’<br />
100% bamboo (#<br />
1022048)<br />
XLII <strong>in</strong>stant classics<br />
‘ longsleeve tee ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021070)<br />
XLIII contreebutes<br />
‘ women <strong>in</strong> the hood ’<br />
hoody with <strong>in</strong>tegrated<br />
scarf. shell 100% organic<br />
cot<strong>to</strong>n (# 1022030)<br />
XLIV <strong>in</strong>stant classics<br />
‘ loose fit denim pant ’<br />
97% organic cot<strong>to</strong>n,<br />
3% acrylic (# 1021029)<br />
XLVII <strong>in</strong>stant classics<br />
<strong>to</strong>p: ‘ multipocket shirt ’<br />
100% organic cot<strong>to</strong>n<br />
(# 1021012)<br />
pant: ‘ slimfit denim pant ’<br />
97% organic denim<br />
3% acrylic (# 1021060)<br />
Content copyright by atreebutes – 2010.<br />
All rights reserved. Reproduc<strong>tio</strong>n <strong>in</strong> any<br />
form without written permission is strictly<br />
forbidden.<br />
pho<strong>to</strong>s: lozzapho<strong>to</strong>.com<br />
lifestyle: blot<strong>to</strong>phot<strong>to</strong>.com, nicolas, frederik<br />
Thanks so much <strong>to</strong> everybody<br />
who helped gett<strong>in</strong>g this done!<br />
XLVII
w.atreebutes.com<br />
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www.natureOffice.com / DE-195-445060
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