PRESS RELEASE: Lowepro Celebrates 40th Anniversary with Introduction of Primus AW Backpack Industry's First Photo Backpack made from 51% recycled materials.
Primus Backpack Provides Professional Photographers Unparalleled Durability and Quick Access to Gear; Proceeds to Fund Polar Bear International's Education and Conservation Efforts
PMA 2007, Las Vegas, NV - March 8, 2007- Lowepro, the worldwide leading provider of protective cases and backpacks for imaging and technology products, today unveiled a camera backpack commemorating the company's 40th anniversary - the wholly-unique Primus AW. The industry's first backpack designed for the professional photographer that is made primarily from recycled materials, the Primus AW is a perfect combination of unmatched easy access points and extreme-condition protection. Primus AW is designed to provide maximum comfort, protection and accessibility with minimal bulk, making it ideal for outdoor photography. Funds raised from the sale of the Primus AW will support Polar Bears International PBI, a nonprofit organization dedicated to the worldwide conservation of the polar bear.
Designed unlike any bag currently on the market, Primus AW enables photographers to carry and access all the necessary components for outdoor photography while providing the highest possible comfort and extreme protection during a full day of shooting in the great outdoors. The main camera compartment is padded and holds a digital SLR Pro body with zoom lens attached, in addition to 1-2 extra lens or flash units. The camera compartment is expandable, enabling large equipment capacity and quick equipment retrieval. The Primus AW also offers photographers quick and easy access to their equipment, without removing the bag, through expandable side zipped camera pockets. The bag's exclusive lumbar equipment access points allow instant access to camera gear of varying sizes, while keeping equipment off the ground. An additional top daypack compartment is large enough to carry all the accessories needed for extreme outdoor photography, plus personal gear. Primus AW also boasts a seam-sealed All-Weather Cover™ a built-in memory card pouch, back hatch, hideaway tripod mount with ice axe loop and Glide-Lock™ attachment.
"Developing products to enhance and further the outdoor photography experience has been part of our mission at Lowepro throughout our 40 year history," said Uwe Mummenhoff, Chairman at Lowepro."The Primus AW backpack was designed to deliver the greatest comfort and security for photography equipment when venturing out into potentially adverse conditions."
With the release of the Primus AW, Lowepro is honored to present the industry's first backpack to be constructed of 51% recycled materials. The majority of the bag is made up of Cyclpet®, a 100% post consumer recycled fabric, establishing the Primus AW as the industry standard for eco-friendly carrying solutions. Each bag contains enough recycled material to equate to 22.6 soda bottles. By preventing this material from reaching a landfill, .0034 cubic yards of landfill space is being conserved for each bag produced. By simply requiring that each bag be made from 51% recycled materials, Lowepro is able to conserve 15,109 BTU's of energy, .002 barrels of crude oil and .12 gallons of refined oil throughout the production process.
"The release of Primus AW celebrates the spirit of conservation which has been, and continues to be, an integral part of the Lowepro culture," Mummenhoff added."No other bag in the photography industry is made from 51% recycled materials, and we are both proud and honored to present this achievement to the market. In addition, our ongoing commitment to Polar Bears International will help fund their efforts to preserve our world for future generations of photographers. PBI was founded by wildlife photographer Dan Guravich and with his memory in mind, the organization works tirelessly to provide education on the potential dangers these animals face. Supporting the efforts of PBI is both rewarding and humbling."
Polar Bears International's mission is to conserve the world's polar bear population through research and education, as well as to serve as a central educational resource on polar bears worldwide. A potentially threatened species, the major threat to the polar bear is climate change due to global warming which could easily put the polar bear on the endangered species list. Polar bears are also jeopardized by pollution, poaching, and industrial disturbances. All officers and directors serve the foundation without pay or expense reimbursement, so the organization is able to apply 100% of its revenue directly to research programming.
"PBI is delighted to have the support of Lowepro as we pursue our mission to conserve the world polar bear population through research, education and awareness," said Robert Buchanan, president of Polar Bears International. â€œPBI is proud to partner with a company like Lowepro who has continually demonstrated such a strong commitment to conservation and environmental protection. At a time when we should all be looking to reduce our carbon footprint, it is wonderful to see that Lowepro is engaged in such an important conservation effort."
Additional features of the Primus AW backpack include an ergonomic, dryflow lined harness system used to distribute weight evenly and allow for breathable comfort. The 100% post consumer recycled fabric combines water and abrasion resistance with an ecologically minded design. This pack also conforms to a variety of body types with an adjustable 8-point harness system giving the adventure photographer exceptional comfort under heavy load. Silent zipper pulls provide quiet access to equipment while leaving wildlife subjects undisturbed.
Available in black and arctic blue, the Primus AW Anniversary backpack has the following dimensions:
External: 33.5 x 23.5 x 51 cm / 13.2 x 9.3 x 20.1 in
Internal: 32 x 14.5 x 18.5 cm / 12.6 x 5.7 x 7.3 in (camera compartment)
30 x 16 x 30 cm / 11.8 x 6.3 x 11.8 in (daypack compartment)
The Primus AW backpack will be available in summer 2007 for a retail price of $279.99. 10% of all sales will be donated to Polar Bears International.
In addition to the fundraising efforts from backpack sales, Lowepro, in partnership with Outdoor Photographer magazine, is sponsoring the Vanishing Treasures photography contest, with 100% of the collected $10 entry fees going to PBI. These initiatives continue Lowepro's ongoing tradition of partnering with agencies and associations whose missions are to preserve nature and the environment, including Amazon Watch, Raincoast Conservation Society and many others.
About Polar Bears International
Polar Bears International was founded in 1992 by wildlife photographer Dan Guravich, a Canadian native who was internationally known for his work with polar bears. Dan served as PBI's first president. He resigned in 1995 for health reasons, but remained active as chairman of the board until his death in 1997. Today, members of the PBI board of directors and advisory council are scattered across the U.S. and Canada.
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(First posted on Thursday, March 22, 2007 at 11:26 EDT)