Prevailing in the Computer Peripherals Category, the SimpleTech [re]drive, Designed by Stuart Karten Design, is the Industry’s First Eco-Friendly, Resource-Conscious External Hard Drive and Backup Solution

SAN MATEO, Calif. & SANTA ANA, Calif. (Business Wire EON/PRWEB ) November 12, 2008 -- Honored for its aesthetically appealing design by Stuart Karten Design, its eco-friendly ingredients and packaging, and simple storage and backup features, the SimpleTech [re]drive™ by Fabrik was selected as a CES 2009 Innovations Design and Engineering Honoree in the Computer Peripherals category. From its renewable bamboo and recyclable aluminum enclosure, to its packaging, Energy Star^® power adapter and low-power hard drive, the SimpleTech [re]drive helps make the world a little greener. With Turbo USB 2.0, which is up to 25% faster than USB 2.0, you do not have to sacrifice performance for style. Featuring both local and online backup, it’s perfect for giving you more room to store and protect your precious files from life’s little disasters. For Mac and PC users, the SimpleTech [re]drive is plug n’ play simple. MSRP is $139.99 for 500GB.

We've received great traction in the market. People are genuinely surprised at just how far we've taken the [redrive in terms of its eco-friendliness. We are thrilled that the CES Innovations panel believes so too

Faced with a challenged economy, people will be looking for holiday gift ideas that are affordable and practical, and we see this product delivering on both levels. It's a great way to help loved ones protect their data, while giving them a stylish, energy- efficient product that is sensitive to the environment.

In working with Fabrik, we explored new materials, manufacturing processes and construction methods that would have the least impact on the environment and adopted these elements as key design drivers for the SimpleTech [redrive

By reducing the number of parts and using renewable and recyclable materials, we were able to create a design that challenged the norm in the consumer electronics industry, while giving consumers a green alternative for protecting their data.

“We’ve received great traction in the market. People are genuinely surprised at just how far we’ve taken the [re]drive in terms of its eco-friendliness. We are thrilled that the CES Innovations panel believes so too,” said Stacey Lund, vice president of marketing at Fabrik. “Faced with a challenged economy, people will be looking for holiday gift ideas that are affordable and practical, and we see this product delivering on both levels. It’s a great way to help loved ones protect their data, while giving them a stylish, energy- efficient product that is sensitive to the environment.”

“In working with Fabrik, we explored new materials, manufacturing processes and construction methods that would have the least impact on the environment and adopted these elements as key design drivers for the SimpleTech [re]drive,” said Stuart Karten of Stuart Karten Design. “By reducing the number of parts and using renewable and recyclable materials, we were able to create a design that challenged the norm in the consumer electronics industry, while giving consumers a green alternative for protecting their data.”

For more information about the SimpleTech [re]drive or to see details about just how eco-friendly the SimpleTech [re]drive is, go to www.simpletech.com.

Products entered in this program are judged by a panel of independent industrial designers, engineers and members of the trade press to honor outstanding design and engineering in cutting-edge consumer electronics products. Entries are judged based on the following criteria:

• Engineering qualities, based on technical specs and materials used
• Aesthetic and design qualities, using photos provided
• The product’s intended use/function and user value
• Unique/novel features that consumers would find attractive

All Innovations 2009 Design and Engineering honoree products, including the SimpleTech [re]drive, are featured on www.CESweb.org/Innovations, which lists product categories, as well as each product name, manufacturer information, designer, description, photo and URL. The SimpleTech [re]drive will also be displayed at the 2009 International CES, which runs January 8-11, 2009 in Las Vegas. The product can be found at the Innovations Design and Engineering Showcase at the Sands Expo and Convention Center/The Venetian, Booth #72062.

About Fabrik, Inc.

Fabrik delivers a blend of online services, software, memory and storage solutions that help consumers, small businesses and A/V professionals store, access and manage their growing collections of digital content. The company’s online services, Joggle and Fabrik Ultimate Backup, are marketed directly to consumers online and through global channel partnerships. Fabrik’s leading storage brands include SimpleTech and G-Technology. Fabrik Inc., founded in 2005, is a privately owned company headquartered in San Mateo with offices in Santa Ana and Culver City, California.

About Stuart Karten Design

Based in Marina del Rey, CA, SKD is an award-winning, full-service industrial design consultancy whose research-driven design process has attracted international attention. For nearly 25 years, SKD has produced paradigm-shifting products that resonate with target users and build its clients’ businesses across a diverse range of industries, from consumer electronics and medical products to industrial and automotive. Bridging creativity with commerce, SKD’s expertise in trend forecasting, brand positioning and user analysis grounds the firm’s creative thinking in real-world business scenarios, leading to sophisticated solutions that combine beauty of form with functional advancements. SKD is a member of the Designers Accord, a coalition of designers working together to create positive environmental and social impact.

© 2008 - Fabrik Inc (www.fabrik.com). Fabrik, SimpleTech, [re]drive, G-Technology, and Fabrik Ultimate Backup are either trademarks or registered trademarks of Fabrik, Inc. All other trademarks are properties of their respective owners.

For purposes of measuring disk drive storage capacity, one gigabyte (GB) represents one billion bytes and one terabyte (TB) represents one trillion bytes. An external hard drive and Fabrik Ultimate Backup serve as an element of an overall backup strategy.

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