Atreebutes seeks to redefine sustainable street wear in the US

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Saas-Fee, Switzerland – Atreebutes, a company founded in 2008 in the European Alps, has always prided itself on balancing aesthetic with personal values. As Fredi Kalbermatten, founder of the brand, learned more about sourcing and supply chain, the more he saw opportunity for improvement. Seven years on, the brand is now entering the US Market and has retained The Mountain Lab, the brand strategy agency behind Venture Out, to drive business development in North America.

“When we first saw the Atreebutes line, the designs were compelling” says Scott McGuire, President at The Mountain Lab “then we met Fredi and Nicole (owners) and got their back story on how they look at sustainability and were blown away with what they were pursuing.” That pursuit is not just simply an organic label on a fabric sourced through a random factory, but a commitment to understanding and holding ownership of supply chain from field to factory.

To truly understand their business, Fredi embarked on a multi-stop train tour of their new process, from cotton field to ginner to mill to factory. The story of his trip can be seen in their recently released video of the experience here. “As a small team, we knew we needed resources to help us head in the right direction” says Nicole Kalbermatter, Atreebutes CEO “We started with GOTS, recognized as the leading processing standard for organic textiles. More recently, we have joined Made in a Free World to ensure protection and support for the workers that help bring Atreebutes to life.”

Fredi adds, “As an athlete and DJ, I’ve focused my creativity in spaces where I can thrive. I am proud to see that in building a brand, we are able to extend this same opportunity to all those along the way; that we can perhaps set a model where we give more than we take when creating product”

To learn more about Atreebutes and their product offering and plan for North America, please email atreebutes@themountainlab.com

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