119Leo (REO) is a company that upcycles fire-retardant clothing worn by firefighters, creating new value rather than merely recycling.
The meaning is that just as firefighters save us, we should work together to save them. The company revitalizes life-saving firefighting equipment for continued use and invests part of the revenue in supporting firefighters with cancer and post-traumatic stress disorder (PTSD). About 50% of operating profit goes toward this effort.
CEO Lee Seung-woo started an upcycling project for firefighting gear in a university club aimed at solving social issues and has donated all proceeds. However, in pursuit of sustainability, he established the company in 2018.
Lee said, "It was difficult to sustain the business purely on a donation model," but noted, "Families of fallen firefighters told me that 'thanks to this, the story of firefighters battling cancer has been brought to light,' which led me to decide to continue the work under a model where part of the revenue is donated."
119Leo creates various products such as bags, wallets, and accessories from firefighting gear. Bags are priced between 100,000 won and 300,000 won, while accessories cost between 10,000 won and 30,000 won, available for purchase through their official site and Naver Smart Store. Women in their 20s, who are interested in consuming products with social value, are the primary target.
Aramid, the main material of firefighting gear, is a high-performance material known for its exceptional heat resistance and strength. It is also regarded as highly durable for everyday use.
"Aramid can withstand temperatures above 500 degrees Celsius, and its strength is five times that of steel. Designed to endure between 900 and 1,000 degrees when supplied to firefighters, after about three years of wear, the twisted fibers loosen, allowing aramid to return to its original function. This represents the replacement cycle. We collect the discarded firefighting gear and transform it into new products."
119Leo is not just focused on producing products, but is also dedicated to developing aramid regeneration technology. Recently, the company succeeded in developing a technology to extract aramid staple fibers from firefighting gear.
Lee noted, "By twisting aramid staple fibers again, we can create a completely new product much stronger than simply upcycling aramid in fabric form," adding, "We currently have facilities capable of producing 20 tons annually and plan to expand this to 70 tons by 2026." 119Leo's goal is to supply materials to major corporations and become a leader in the field of aramid regeneration.
Lee is also seeing potential in the Japanese market. He said, "Recently, a collaboration product with Asiana Airlines gained popularity in Japan," and added, "While aramid is a globally sought-after material, price has been a barrier. Our recycled material is around 40% cheaper than raw materials while delivering about 90% of the functionality, making it a strong contender compared to alternative materials."
He continued, "119Leo creates new value from firefighting gear imbued with the courage of firefighters," and added, "We want to further develop aramid regeneration technology and grow into a recognized corporation in the global market."