Hyundai Motor Company launches a sustainable fashion collection today called Re:Style 2020, a creative approach to upcycling materials discarded during automotive manufacturing.
The sustainability initiative aims to take waste scraps and convert them into marketable products in collaboration with leading artists.
Wonhong Cho, executive VP and global chief marketing officer of Hyundai Motor Company says the company understands that ethical consumption and caring for the environment are increasingly important considerations of their customers in the post Covid-19 world.
“By demonstrating that discarded resources can be reimagined into valuable products, Hyundai Motor encourages more industries to see waste as a recreative opportunity and to work collaboratively toward an environmentally accountable and economically efficient future,” he said.
The event is also aligned with Project Earth, a symbolically sustainable campaign operated by high-end UK department-store company Selfridges. Proceeds from sales of the items will fund the British Fashion Council’s Institute of Positive Fashion.
The participating brands are:
Alighieri: a collection of necklaces, chokers, bracelets and other items created with repurposed seatbelts, car glass and foam materials, as well as gold, silver, bronze and freshwater pearls.
ELV Denim: a jumpsuit created using up-cycled denim and leather scraps from the car manufacturing process.
Public School: a Fuji Technical Vest created out of discarded seatbelt webbings and airbag materials.
PushButton: a work vest with pockets using airbag materials that keeps the airbag’s original details.
Richard Quinn: a corset made of recycled airbag fabrics with a blue and white floral pattern.
Rosie Assoulin: a tote bag made of seatbelt webbings, carpet fabrics and foam repurposed from discarded automotive materials.
Hyundai Motor has unveiled the collection online only to ensure the safety of people amid the global pandemic. The pieces are viewable on Hyundai’s social-media channels, as well as those of Selfridges and participating brands.
“Through Re:Style 2020 we want to offer another way Hyundai Motor can help customers enjoy the sustainable lifestyle they aspire to,” said Cho.