SHELLMET tackles the problem of fishery waste and provides a new form of environmental conservation. It will protect the fishing industry by converting shells, which have been discarded in large quantities as waste, into a helmet that cleans the ocean the more it is produced.

We innovated and created a solution to a problem that had not been considered an issue until now, namely that "shells are disposed of routinely and are polluting the environment”.

In this era of de-plasticization, the recycling of discarded seashells as a potential new material to replace plastic is also worthy inclusion in this division.

The most commonly eaten shellfish in Japan, scallops are also the most discarded. Sarufutsu is home to the largest catch in the country; in 2021 exporters discarded 40,000 tons of shells on the shoreline.

Experts point out not only the challenge of securing a place to deposit shells, but also an environmental preservation issue as piles of shells omit a foul odor, and cause groundwater contamination from heavy metals contained in the remains.

We aimed to transform discarded shells into a new resource to empower the community.

Discarded shells are supplied free by Sarufutsu. The initial manufacturing cost was approx. 50,000 USD, most of which was for mold production.

Although helmets usually have a shelf life for usage, a semi-permanent eco-cycle mechanism was established so that the SHELLMET can be crushed and reused indefinitely.

*Our team works with the client on all levels, from idea generation to design and PR.

Following the enactment of the Law for Recycling Plastic in April 2022, Japan has begun to reduce the use of plastic and actively utilize renewable resources. There is growing momentum to charge for plastic bags and to replace plastic straws and spoons with other materials.

Meanwhile, the creation of a new material to potentially replace plastic from Japan's most familiar "scallop shell" has raised many eyebrows.

Sarufutsu Village's scallops are well known in Japan and abroad, and scallop fishing is the most important industry underpinning the community. In the village, about 270 fishermen work and fish with passion to grow and catch scallops.

On the other hand, the fishermen felt guilty because scallop shells produced a large amount of waste that polluted the ocean. We wondered if we could create a sustainable system that they could be proud of, by giving the discarded scallops a new role.

Scallop fishermen work long hours at sea and risk falling in due to unstable conditions and tempestuous weather.

Helmets are a staple item for disaster preparedness in Japan, not only for fishermen, but for many people to protect against frequent earthquakes.

Could we create an eco-system whereby helmets are produced from scallop shells caught by local fishermen?

This is how this challenge began.

This is why we zeroed in on the main component and structure of scallop shells. Scallop shells are composed of "calcium carbonate," a highly versatile component used in a variety of processes to increase strength, including cement.

In addition, shells that survive the harsh natural world similarly exhibit high strength.

From these two insights, we came up with an idea: "Shells have protected themselves from external enemies and are now protecting human lives." The upshot of this was SHELLMET, the world's first helmet made from scallop shells.

- Development of new shell-derived material / strength verification December 2021 - March 2022 (3 months)

- Name International trademark registration September 2, 2022

- Design development/verification March 2022 - December 2022 (9 months)

- Prototype announcement/pre-sale December 14, 2022

- Mold manufacturing/endurance testing December 2022 - February 2023 (3 months)

- Commercial launch March 2023 (Currently on sale)

-Business development - Ongoing

(Japanese name: HOTAMET)

In recent years, manufacturers have mixed limestone-derived calcium carbonate with plastic to reduce the amount of plastic used. However, large-scale open-pit limestone mining not only destroys the natural environment, but is also highly energy-intensive.

By contrast, SHELLMET is manufactured using calcium carbonate from discarded shells, removing the need for new limestone mining and reducing environmental impact.

Thus, SHELLMET not only reduces CO2 emissions by 20% compared to limestone-based eco-plastics, but also contributes to a reduction up to 36% compared to 100% new plastic.

Of particular note is the design. There are many structures in nature that have been optimized over a long period of time, and the application of these structures to technological development is called "Biomimicry,". SHELLMET is based on this concept and incorporates a ribbed structure unique to shells. As a result, it succeeded in yielding 133% strength compared to conventional products. The shell-like form is not only beautiful to the eye, but also functionally conceived.

We will help realize a sustainable society by developing a system in which SHELLMETs are continuously crushed and reused as building materials or new SHELLMET materials after they have reached the end of their natural life.

Since its launch, received 887 media exposures in 34 countries, reaching 5.6 billion eyeballs. Penetration not just among local communities, but throughout Japan.

Chalked up 1,397% ($37,000+) of sales in 2 months after launch.

In first year, over 24 tons of discarded shells are to be recycled.

*Scale expansion planned.

In recognition of its innovation, it was adopted as the official disaster protection helmet for the 2025 Osaka World Expo.

The SHELLMET material is making waves as a new alternative to plastic,

with offers pouring in from more than 24 global brands, including Shell.

50% of the proceeds from a portion of sales go to the village.

Currently, shell recycling projects are underway in Chile and other fishing villages around the world that are facing the problem of discarded shells. This provides a catalyst to the problem of discarded seashells not only in Japan but also overseas.