Scallops caught in Sarufutsu Village, Hokkaido, Japan, are popular both domestically and internationally. The village is one of Japan's leading scallop fisheries, boasting a record scallop catch of 12.8 billion yen (97M USD) in 2022.

While scallops are the most eaten shellfish by Japanese people, they are also the most discarded to the tune of 40,000 tons. Experts have pointed out that in addition to securing a place to deposit the shells, the piles of shells emit a foul odor and contaminate the soil and groundwater due to the elution of heavy metals contained in some of the remaining viscera. Scallops are discarded every year in the village and left in piles in the open.　

We took it upon ourselves to turn these shells into a new village resource, rather than mere waste.

NOTE: This project was independently proposed to Sarufutsu Village and undertaken comprehensively from idea development to product design and PR.

Our primary focus was the main structural component of scallop shells. Scallop shells are composed of "calcium carbonate," a highly versatile component used in a variety of processes to increase mechanical strength, including cement.

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

These two insights led to an idea: "Shells have protected themselves from external enemies and are now protecting human lives." The upshot was SHELLMET, the world's first helmet made from scallop shells.

(Japanese name: HOTAMET)

SHELLMET can reduce CO2 emissions by up to 36% compared to plastic. There are many structures in nature that have been continuously optimized over a long period of time, and the application of these to technology is called "Biomimicry". SHELLMET is based on this concept and incorporates a ribbed structure unique to shells. Resultantly, in the Von Mises Stress Test, it succeeded in yielding 133% more strength than regular helmets.

We will help deliver a sustainable business by developing a system in which SHELLMETs are continuously crushed and reused as building materials or new SHELLMET materials even after they have finished their intended role.

Our message is "Protecting our heads and our planet." Once SHELLMET was launched and received the largest media exposure in the village's history, pre-orders poured in. "It's a wonderful idea," and "I fully support it," were some of the accolades bestowed upon the project.

There was also a shift in thinking among scallop fishermen. About 270 fishermen work in the village, devoted to raising and catching scallops. Conversely, they felt guilty about sea pollution caused by the large amount of waste material being generated from shells. By giving the discarded shells a new role, they transformed it into a respectable business.

Already, more than 1,000 people in Japan have used SHELLMET for disaster preparedness and as bicycle helmets in the first three months after launch.

We have also received offers from global brands to introduce SHELLMET and purchase the shell material, expanding the business.

Sarufutsu is now on the map as a sustainable village that cares not only about scallops but also about the problem of shell waste. It has attracted myriad fans, not only consumers but also businesses who support the village.

Since its launch, it has gained exposure in 735 media outlets in 34 countries with an estimated reach of 3.2 billion people.

It has spread throughout the country, not only among fishermen, but also among cyclists, street sports, and construction workers.

In the first two months after the launch, the company recorded 1,397% ($37,000+) of its sales target.

In its first year, the project is already expected to upcycle approximately 24+ tons of discarded shells, and will continue to scale up in the future.

In addition, offers are pouring in from companies around the world, and projects are underway with more than 16 global brands, including Shell and Camper. Besides, the innovation created from discarded shells has been highly praised and has been adopted as the official disaster prevention helmet of the 2025 Osaka Expo, where sustainability is the main theme. It is also exhibited overseas at the MAAT museum in Portugal.

Furthermore, 50% of the revenue from a portion of sales goes to village profits. SHELLMET not only rescued Sarufutsu from its environmental woes, but also created a new income stream.

This scallops village has undergone a transformation to sustainability.

Helmets are a common product not only in Sarufutsu Village, but also among Japanese people.

Scallop fishermen work for long hours on the sea and face the risk of falling due to the unstable conditions beneath their feet and particularly rough weather. In addition, due to the high risk of earthquakes and other disasters in Japan, helmets are considered a staple item for disaster preparedness, not only for fishermen, but for many people to protect their safety.

What if we could create a new business by forming an ecosystem to produce helmets for scallop fishermen and Japanese people to wear from the scallop shells they catch? This was the idea that got the ball rolling.