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New York — The 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.

Reflective 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

“When 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 conflict.”

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 later date.

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.”

The Pure 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 .

Saab is a division of General Motors Corp. Saab Automobile USA is the importer and/or distributor of Saab 9-3, 9-5 and 9-7X automobiles for Saab Automobile AB, Sweden. For the 2008 model year, XM Satellite Radio and OnStar standard on the entire Saab line-up. Additionally, all new Saabs have no-charge scheduled maintenance, and the Saab 100,000-mile Powertrain Limited Warranty. Visit for more information.


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