haikureMagazine

n°4 October 2013

EXCLUSIVITY. SUSTAINABILITY. INNOVATION. ENGAGEMENT

Our Garments

Social Network

Art & Design

News haikure

Food & Restaurant

Local & Location

THIS IS WHY WE ARE LAUNCHING OUR MOVEMENT

# 1 / WE WANT INNOVATION WHICH IMPROVES THE LIFE OF NATURE AND OF ALL PEOPLE. # 2 / WE WANT THE STRENGTH OF IDEAS, CAPABLE OF DESIGNING A WELCOMING FUTURE. # 3 / WE WANT OPTIMISTS WHO SMILE AT EVERY NEW DAY. # 4 / WE WANT TOSUPPORT THE HUMAN CAPABILITY TO CREATE BEAUTY.# 5 / WE WANT ECO-FASHION AS AN EXAMPLE OF DESIGN, ENGINEERING AND EFFICIENT USE OFRESOURCES. # 6 / WE WANT TO MAKE ECO-PANTSAS ATTRACTIVE AS POSSIBLE FOR ANYONEWISHING TO WEAR THEM. # 7 / WE WANT CHANGE,

FROM HABIT TO A NEW ENERGY.

IF YOU WANT CHANGE TOO, AND YOU WISH TO SHOW IT,

JOIN US BY SIGNINGTHE MANIFESTO

News haikure

New Looks

Metropolitan allure for loose-�tting “Palazzo” from haikure fall-winter collection, and a casual but tranchant look.

Linen is a textile made from the phloem of Linum usitatissimum, which is 70% cellulose.Like all phloem fibers, linen has an average length of its elementary fibers varying between 20 and 30 mm, and the quantity of fibers contained in the bark of one plant may vary between 20 and 50.

Its fiber typically has a shiny appearance and a cold, slippery feel. In a humid environment, this fiber will absorb humidity and swell slightly, being it derived from cellulose.Linen is the most ancient and surely one of the most charming textiles; it was widely grown by the peoples of the Middle East. The production, transformation and use of linen are largely associated with the concept of purity.During the Middle Ages linen reached the peak of its diffusion in Europe, and has ever since kept high its standard of natural fiber of superior quality.There is no designer or clothing producer of medium/high level who won’t utilize linen, always valued as a supe-rior fiber.“Green” by nature, European linen is traditionally considered as the best in the world; in fact it’s treated with unequalled, high-tech expertise at all production levels. Linen fibers are processed in some 15 specialized spin-ning mills in Italy, France, Northern Ireland, Belgium, Austria and Germany.Nothing is left to chance, and specialists have long since grown organic linen with great attention towards the environment.This is why we of haikure have included linen among our fabrics, to let you wear freshness, nature and well-being, in a mix of Italian sartorial quality created for the purpose of giving you the best!

Eco-sustainability

Innovation

We of haikure pay special attention to everything we do and all that we are, that’s why we also bring innova-tion into the washes and products chosen to treat our items. Today let’s talk about ozone treatment, and disco-ver together its characteristics and advantages, because we of haikure really care for the life of people and the planet.Ozone is a colourless gas with an acrid smell, as well as a powerful oxidant. The ozone molecule is unstable and tends to split further, this is the reason why ozone can’t be stored in any way and has to be produced on site with an ozone generator.

The advantages of ozone:

Hot water consumption:Normally temperatures in laundry processes vary between 60 and 75°C. The use of ozone can potentially help lower temperatures down to 30 or 35°C and allow the use of cold water during the following water cycles. This is possible because ozone brings about the production of oxygen, which increases the cleaning power of deter-gents, so temperature comes down as a result, while less hot water means less damages to garments.

Chemical use reduction:The detergents used in laundries are more efficient than their normal dose when combined with ozone. This can happen because ozone permits deeper penetration and cleaning efficiency of detergents:1. Ozone is a potential oxidizing and disinfecting agent, so it reduces the whitening effect of chlorine which damages fabrics.2. The presence of alkali coming from detergents and bleaching residues in woven fibers bring the pH up, so it’s common to increase the use of chemicals to balance it, but thanks to ozone the pH is kept neutral and the use of chemicals can be limited.3. Softeners are traditionally used to reduce static electricity. The use of ozone prevents the formation of static electricity, so that it’s no longer necessary to use any softeners. Besides the quantity of water needed to rinse detergents off is then lower and laundry machines will have longer duration, since the use of strong chemicals can be reduced.

Low environmental impact and favourable working conditions:The improved quality of water discharges put into the sewage system means less residual pathogens, less residual chemicals, and along with lower water and energy consumption contributes to sustainable deve-lopment. This is one of haikure’s constant objectives, together with safer working conditions, which are made possible by limiting operations carried out at high temperatures and the use of chemicals. In fact ozone is undoubtedly more convenient in terms of energy consumption, has a low environmental impact and higher safety than conventional laundry methods.

OZONE

Social Network

This month we of haikure together with you have focused on column ”Become haikure’s Face”, because haikure’s new face is going to be elected this very month. So at the end of the competition he or she who’ll get more ‘likes’ will be our winner and enjoy the opportunity to take part in a thematic photo shoot. We can’t wait to see who’ll come first, see you on Facebook!In the last few weeks we’ve as well worked at the new restyling of column “the Manifesto”, increasing the number and brightness of our most representative pictures, in line with our philosophy, which the Manifesto is all about. As always, since the Brand’s beginning we of haikure have made sure that facebook is used as a means to share ideas and suggestions, and when these come from you, they’ll be decisive in creating a product to best express what we truly care for.

This month haikure is taking you into the wonderful world of an artist who impressed us greatly!Paolo Troilo, born in Taranto in 1972, lives and works in Milan.In 1997 he began his collaboration with Saatchi&Saatchi in Milan, and stayed at the company for 6 years in his role as Art Director Senior. It was then that he created awesome ad campaigns (among which the one for Clio Community, first example of viral ad that used street art as a means of expression). He is the author of a multi-awarded commercial, again for Renault Clio, where a boy made origami with sweet wrapper using only his tongue. As Creative Director at Arnold Worldwide Italy, paired with Ales-sandro Sabini, he crafted other famous campaigns, like the fictitious real estate campaign for selling hillside houses, signed Mtv, which became a national affair and ended up in major newspapers Corriere della Sera, La Repubblica, Libero and TV show Striscia la Notizia. In 2006 he founded Arnold Guerrilla, first Guerrilla Marketing agency in Italy, and won the bronze prize at the International Advertising Festival in Cannes after just one year’s activity. His first exhibitions as an artist took place in 2006.

Arte & Design

Paolo Troilo’s artistic expression is distinguished by the originality of its realization process. The artist’s tools aren’t brushes or palette knife any more, but his own hands: one spreads acrylic colors, at the same time engaging all five fingers, while the other one holds a mobile phone to let a picture of the artist’s face become the model of the artistic repre-sentation.Troilo’s paint palette is mainly bichrome, based on the use of two alter-nating colours: ivory and Payne’s grey or ivory and sap green. This strict monochromatic preference eliminates half tones and allows one to lend strength and vigour to each stroke, which is then unique and univocal, like a fingerprint.The overall art piece originates from the aggregation of many fragmen-ted little colour blots that, starting from a physiognomic detail, such as nose or mouth, expand until the whole facial mass is constructed. Such dense, materic figuration focuses on exploring some features of the face that are deformed, contorted and frayed by cries and yells, to intensify the surge of contrasting feelings and impulses.We of haikure were enchanted by the expressive and communicative power of these art pieces, it was thrilling and not easy to forget, because what really matters to us is to make a mark and so disclose new hori-zons.

Art & Design

Food & Restaurant

Organic Spaghetti

This month we of haikure suggest an excellent, healthy dish that youʼll find easily digestible and very quick to prepare, so here is the recipe:

INGREDIENT (serves 4):

- 300 g Alce Nero Spaghetti Senatore Cappelli- 400 g Alce Nero tomato puree- basil- 1 clove garlic- 1/2 chopped onion

For Alce Nero organic tomato:- 200 g Alce Nero organic tomato puree- Alce Nero monocultival Biancolilla Extra Virgin Olive Oil - basil- salt, pepper- 1 clove garlic

1. To cook Alce Nero organic spaghetti with organic tomato, heat the Biancolilla extra virgin olive oil in a pan, add in chopped onion and Alce Nero garlic. Be careful: donʼt sauté, since molecules break down between 75 and 90 degrees, while low temperatures allow garlic and onion to give off all their flavor, so then add in the organic tomato puree.

2. Meanwhile prepare vegetable broth with celery, carrot and onion. Mix 2 ladles vegetable broth into Alce Nero organic tomato puree and cook for 20 minutes max.

3. Lay Alce Nero organic spaghetti in a well-heated pan. Pour in vegetable broth gradually, letting spaghetti soak in the liquid and take in its flavor, then add in some ladles tomato. Cook Alce Nero organic spaghetti for 12 minutes.

4. In the meantime season tomato with salt, oil, Biancolilla extra virgin olive oil and basil.

5. As soon as Alce Nero organic spaghetti are done, season with extra virgin olive oil, salt and fresh basil leaves chopped by hand.

6. Dish out Alce Nero organic spaghetti, sprinkle with Biancolilla monocultivar extra virgin oil and finish off with organic tomato puree.

Alce nero

Tomato...with

Local & Location

Eco-Chic Bar

MILANO

This month we of haikure wish to recommend a bar in the centre of Milan, where just like us they care for the environment and the planet we live in, and have reserved a green place for us in the very heart of the city.Here you can sit in an open-air green living room with an amazing view of Milanʼs skyline, and have an aperitif according to sustainable and ethical values.

Garden Floor embodies the concept of hospitality belonging to the quality network created by Listen Agency: the first eco-chic aperitif to come with eco-sustainability, respect for the environment, intelligent technology, energy saving and socializing mixed with solidarity, always with an eye for details and contents.The chosen place is the rooftop garden on the 8th floor of Hotel Milano Scala, deep in the historic Brera quarter of Milan, in Via dellʼOrso, 7. A central location, fit for sharing the ethic and values of Garden Floor, as customers are welcomed in a high energy-efficient building.