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Handmade from reclaimed wood in Detroit, Michigan, The Reframe offers a beautiful and easy way to elevate any 5x7” card into art.
Handmade from reclaimed wood in Detroit, Michigan, The Reframe offers a beautiful and easy way to elevate any 5x7” card into art.
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860 backers pledged $49,248 to help bring this project to life.

About this project

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About the The Reframe:

  • Designed to beautifully display and easily slide in any 5x7-inch card or print.
  • Handmade in Michigan with wood from deconstructed houses in Detroit.
  • Pledge $50+ and every month we will send a new card or print for your Reframe.

The Reframe prototype in the Holstee Studio.
The Reframe prototype in the Holstee Studio.

Beauty through craftsmanship.

  • The Reframe is handcrafted from reclaimed Douglas fir of deconstructed abandoned houses in Detroit.  
  • The front and back of The Reframe are smoothed to a clear finish while the edges retain the rough-sawn edge, a reminder of the wood's hundred-year history.

Thoughtful simplicity.

  • We’ve worked to bring the frame to its most minimal point. There’s no glass or moving parts, rather a simple slit at the top designed to easily slide in or take out any 5x7-inch card.
  • The frame is thick enough to free stand on its own. It has notches allowing it to hang as a portrait or landscape on the walls of your home or studio.

A timely endeavor.

  • In this particularly distressing time for Detroit, small businesses outside the city are finding ways to bring back to the city, what's nearly been lost- a culture of craftsmanship and ingenuity.
  • The Reframe project is driven by our Michigan based partners Urban Ashes and Reclaim Detroit who are leading the charge with many others to creatively approach some of the city's most pressing issues.
A sample of the designs for The Reframe subscriptions.
A sample of the designs for The Reframe subscriptions.


Subscribe to art for mindful living.

  • Pledge $50 or more and receive The Reframe with a subscription: receive 1 new, beautiful print every month for the duration of your subscription.

Art can inspire, remind, and touch us in ways unlike any other medium. We’ve partnered with our favorite artists from around the world and challenged them to create art that encourages mindful living. Every designer has interpreted this in radically different ways and has contributed to a growing library of prints and cards, with many more to come. While the art is varied it represents a common set of values defined by a generation hungry to create change and live a more intentional life. Whether for your home, office or studio, The Reframe subscription is small reminder to bring beauty and art to all aspects of life.

The greatest social impact, and the smallest environmental impact.

There are thousands of abandoned houses scheduled for demolition in Detroit this year. Rather than demolish these structures, the folks at Reclaim Detroit are purposefully deconstructing homes and salvaging truck loads of precious woods and other materials. Though this process takes longer than a standard demolition, Reclaim still charges the standard fees because of the raw materials they are able to save and use for projects like The Reframe. Our production and design partner, Urban Ashes, uses the reclaimed Douglas Fir wood to produce each Reframe. This process minimizes landfill waste and reduces the need for virgin materials, all while contributing to economic growth in an area hit by difficult times.

The Rewards

About Holstee

Holstee is a design studio based in Brooklyn, New York. Founded in 2009 by David Radparvar, Fabian Pfortmüller and Michael Radparvar, the three founders resolved to build the type of company they always wished existed but never found. Their first order of business was to redefine success for themselves, which is now known as The Holstee Manifesto. Today Holstee designs and creates prints and cards for your home, office and everywhere in between.

Special Thanks to our incredible partners:
Urban Ashes + Reclaim Detroit

Video produced by MIchael Lowe: www.michaelsbyline.com

Risks and challenges

As a design startup, we have been practicing design and production for a range of goods since 2009. Still our experience with hard goods (i.e. wood) is limited. For this reason we have partnered with Urban Ashes, an industry leader in woodworking. Together, we have produced several prototypes, working to simplify the design as much as possible.

The materials used for this production are reclaimed from abandoned houses that have been intentionally deconstructed, rather than demolished. This means our supply of wood resources is limited to that availability. We have learned there are over 3,000 homes that Michigan have been deemed uninhabitable, meaning a significant amount of wood that can be saved from being hauled to nearby landfills. Our hope is to salvage as much of this wood as possible, through this project and future ones.

We are confident that with our team and partnership with Urban Ashes we will be able to follow through on our promise to deliver a quality product and ship on time.

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  1. Select this reward

    Pledge $5 or more About $5

    THE INTRO.
    One letterpress card from the Holstee Artist Series. Envelope included.

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  2. Select this reward

    Pledge $25 or more About $25

    THE ARTIST SERIES SPECIAL.
    Six letterpress cards from the Holstee Artist Series. Envelopes included.

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    34 backers
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  3. Select this reward

    Pledge $40 or more About $40

    THE REFRAME STARTER.
    One Reframe and one letterpress card from the Holstee Artist Series for your Reframe. Envelope included. ($45+ value)

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    116 backers
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  4. Reward no longer available

    Pledge $50 or more About $50

    THE STARTER SPECIAL.
    One Reframe and a six month art subscription.
    We'll send you a new beautiful letterpress card for your Reframe every month for 6 months delivered to your home or workspace. Envelopes included. ($70+ value)

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    Reward no longer available 250 backers
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  5. Select this reward

    Pledge $50 or more About $50

    THE INTERNATIONAL SPECIAL.
    One Reframe with six prints all at once. We're not able to do a subscription for our international friends at this time, until then please enjoy 6 beautiful prints all at once! Envelopes included. ($70+ value)

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    Limited 92 backers
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  6. Select this reward

    Pledge $50 or more About $50

    THE STARTER SPECIAL EXTENDED - JUST ADDED!. One Reframe and a six month art subscription. We'll send you a new beautiful letterpress card for your Reframe every month for 6 months delivered to your home or workspace. Envelopes included. ($70+ value)

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  7. Select this reward

    Pledge $75 or more About $75

    THE REAL DEAL.
    One Reframe and 12 month subscription.
    We'll send you a new beautiful letterpress print every month for 12 months delivered to your home or workspace. Envelopes included. ($100+ value)

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    Limited 133 backers
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  8. Select this reward

    Pledge $125 or more About $125

    THE GIVER.
    This reward includes two Reframes and one 12-month subscription. We'll send you a new beautiful letterpress card for your Reframe every month for 12 months delivered to your home or workspace. Envelopes included. ($140+ value)

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  9. Select this reward

    Pledge $245 or more About $245

    TWO GOOD GIVER.
    Two Reframes and two 24-month subscriptions.
    This reward includes two Reframes and two 24-month subscriptions. You choose the destination for the 2nd Reframe, and we'll send a 24-month subscription there as well. ($260+ value)

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  10. Select this reward

    Pledge $375 or more About $375

    THE HIGH FIVE. Five Reframes and a 12-month subscription for each. Gift reframes with subscriptions to friends and family. Just Let us know the destinations for each Reframe and every month for 12 months we'll send a new print for each of the five Reframes. Envelopes included. ($500+ value)

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  11. Select this reward

    Pledge $750 or more About $750

    HANG TEN. 10 Reframes and a 12-month subscription for each. Gift Reframes with subscriptions for friends, family and coworkers. Let us know the destinations for the 10 Reframes and every month for 12 months we'll send a new print for each of the 10 Reframes. Envelopes included. ($1000+ value)

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  12. Select this reward

    Pledge $1,500 or more About $1,500

    THE HOLSTEE EXPERIENCE.
    A farm to table dinner for you and four friends with the Holstee team at our new Studio in Brooklyn (travel not included). We will also send out five Reframes with one year subscriptions on your behalf.

    Plus! One 18x24 Holstee Manifesto signed by founders Dave, Mike and Fabian - with a frame to match your Reframe.

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Funding period

- (21 days)