Black is back at B&B Winter Season 2010 with Hell’s Kitchen, 100% chic recycle.

Men or ladies, you can never go wrong with black, which spells simplicity and elegance. Especially if you are wearing an original Hell’s Kitchen: naturally black, no color or dye, friendly to the planet, metropolitan in soul.

The Italian brand based in Verona creates urban chic accessories out of recycled innertubes. Sealed manually with a rubber patch to reveal the artisanal craftsmanship that stands for quality.

'The origin of the material is poor and rough, but it’s what you make of it at the end that makes it a trash or a treasure', says Marco Lai, its stylist.

'We value each tire like if it was a piece of leather or a precious tissue. After travelling on the road for many years, tubes have ”gained” from their life on the road a special distinctive look. Patches, lines, scratches or numbers are never the same and confer an authentic character to each bag or helmet'.

'The result is not easy to achieve. The original round and circular shape of the tire creates some limits, but also gives new inputs and ideas', says Marco Lai.

In the end, Hell’s Kitchen’s up-cycling process translates not only in tons of rubber saved from burning and polluting but also in a functional and aesthetic rebirth of the discarded material. A totally new design of accessories with a story to tell, more attractive than ever.

And considering HK’s items are robust, waterproof, resistant to any climatic condition or use in the city, with a long journey still ahead…

Hell’s Kitchen: ABUSE WITH CAUTION!