Hole Denim 2015 Capabilities Lookbook

I

COLOR:

EXTRA SHADED DENIM

STYLE:

PANTS / JACKETS / SHORTS / SKIRTS

LOCATION:

BURIED IN THE MANY CLIMATES OF THE DIVERSE GEOGRAPHICAL REGIONS OF THE UNITED STATES OF AMERICA WHERE THE EARTH IS RICH ABOVE SEA LEVEL

COORDINATES:

Longitude: 102째 W to 109째 W / Latitude: 37째 N to 41째 N

WE WANT YOU.

JOIN THE GENERATION.

THE STYLE

THE RINSE

THE WEAVE

THE COTTON

THE NON-EFFECTS

TRANSFORM

REFORM

THE STRATEGY

THE MANIFESTO

Wear your Lifestyle

One of a kind

Unique Chic

Seed to Style

Save Mother Earth

Plant your Seed

See Full Circle

Longitude / Latitude

Join the Generation

11 15 – – 17 21 25 27 29 33

HOLE DENIM represents human kindness, compassion, affection and individual culture.

With a desire to maintain creativity, our number one priority is to remodel the denim industry while preserving the gifts Mother Earth has bestowed upon us.

11

ECO-AGING STRATEGY Through Eco-Aging™ we strive to make the developmental process of denim as “green” as possible. Our message once set, will grow on its own merits and not as a slave to the traditional business model. We are patient in nurturing our concept as we believe we will build our brand loyalty through our initiatives “one customer at a time.”

15

THE NON EFFECTS OF ECO-AGING Making a pair of HOLE DENIM can never be 100% green, therefore, we are doing our best to lessen the effects of the process gifting the most unique, authentic, natural, organic, one-of-a-kind “washed” pair of HOLE DENIM you’ve ever owned.

The E.A.B.—Eco-Aging Bed was crafted as part of the creative process that gives artistic meaning to the process of aging, as well as the housing of the product.

“HOLE DENIM allows you to wear denim with style and compassion that abides by your eco-friendly lifestyle.”

— SAMANTHA GRANT

Loyal Customer

17

REFORM.

TRANSFORM.

THE COTTON Chemically Processed Cotton: It takes about 1.5 lbs. of cotton to make a single pair of denim. The insecticides cotton growers use account for almost 25% of the chemicals used worldwide, including highly toxic organophosphates.

The farm equipment and chemical sprayers used for cropping run on about a pound of oil and that is about how much oil is required to harvest enough cotton to make the HOLE DENIM products.

Organically Processed Cotton: Organic cotton is grown using methods and materials that have a low impact on the environment. Organic production systems replenish and maintain soil fertility, reducing the use of toxic and persistent pesticides and fertilizers, and build biologically diverse agriculture for the denim to harvest.

21

THE WEAVE Non-selvedge denim’s (not to be confused with raw denim) edges do not have a very refined edge and thus can easily fray, whereas with selvedge denim, the edges are crisp and clean (hence “self-edge”), lessening the likelihood the ends will unravel and fray dramatically.

The practice of Selvedge looming began in the late 1800’s. Like our patience for Eco-Aging™ each product, we appreciate the time involved to loom selvedge denim.

It created the ability to produce tightly woven and heavier, longer and narrow denim strips. After production the manufacture realized the denim was too narrow that in order to maximize use of each strip they had to weave fabric all the way to edges, which were consequently bound. The “selfedge” would be done in a variety of colors (red being the most common), a standard fabric mills use today to differentiate between all the different fabrics.

25

THE RINSE The different blue shades denim is dyed often referred to as a “rinse” are developed by dipping the cotton yarns into synthetic indigo which is used from an oil or coal base. After dying a batch of fabric, it’s cheaper to dump the used water — dye effluent — than to clean and re-use the water in the factory. Basically, dye factories across the world are dumping millions of tons of dye effluent into rivers, harshly contaminating water resources.

By using a natural indigo dye-bath, it excludes the use of chemical substances used in whole the synthetic dying process.

Exhausted natural dye from dye-baths can be biodegraded in simple waste disposal systems. Hence, natural dyes will not add to the pollution load that is being inflicted upon the beautiful environment.

27

THE WASH “Stone washing” requires a number of processes to give denim a worn look it is washed and rinsed multiple times, consuming more water and energy at every turn. “Enzyme or Sandblasted” washed denim may be physically sanded or blasted with silica, or dye may be stripped using chemicals such as potassium permanganate, which is highly toxic and contains heavy metals. Various enzymes may also be used; when improperly dumped, they sap oxygen from waterways. Scrubbing gns releases denim and silica dust, which can inflame workers’ lungs.

Eco-Aging™ is a gradual, safe, eco-friendly process that creates unique, individual one-of-a-kind washes using only natural elements of the Earth: dirt, heat, snow, rain, salt and sand. It also conserves the use of water, making for cleaner waterways and releasing no toxic chemicals and metals into the air.

29

THE STYLE The Eco-Aging™ style allows individuals to wear denim that abides by their green lifestyle. The beauty of the denim is that each piece is unique to the soil that it was buried in. Each piece posesses its own longitude and latitue numbers, allowing you to wear a piece of the Earth as you walk upon it. Wear your denim with attitude and compassion. Know that you preserve the beauty of the Earth as you carried on the legacy of HOLE DENIM jeans.

33

PLANT A SEED.

www.holedenim.com