Posts tagged ‘sustainability’

A 2005 Midland High School graduate, Jake Howison, recently launched Helo LLC, a performance apparel company focused on meeting the needs of specialty markets, such as boardshort undergarments.
“The idea came to me when I was wake-boarding with a group of friends, and the guys were talking about not having anything comfortable and fast-drying to wear under their boardshorts,” Howison said. “I looked at it as an opportunity to introduce a solution that met athletic needs for performance — including durability, breathability and comfort, while also offering style and sustainability too.”
Howison, who holds a marketing degree from Michigan State University, first conducted market research and focus groups to verify demand for a new solution. “Compression shorts are too tight, and other options are too loose and take too much time to dry,” he said. “The door was open for me to introduce the premier undershort for boardshorts.”
He formed Helo LLC, prepared a marketing plan and began a search for quick-drying materials [...]