Hyundai Motor Company announces the launch of Re:Style 2020, a creative approach to sustainable fashion by upcycling discarded materials from the automotive manufacturing and scrapping process into marketable products in collaboration with leading artists in ecofriendly design.
Building on the success of its predecessor in 2019, the Re:Style 2020 capsule fashion collection has been created in partnership with renowned trendy fashion brands Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin.These forward-thinking partners were selected as they share Hyundai’s vision of finding more sustainable ways to create the products we love. Each one is joining in Hyundai’s goal to collaborate across industries to drive innovation in sustainable design and lifestyle.
Hyundai Motor unveils the collection digitally to ensure the safety of people amid the global pandemic. The pieces are revealed on Hyundai’s social media channels, as well as those of Selfridges and the participating brands from October 8.
Featuring a variety of products such as jewelry, jumpsuits, working vests, bags and various other clothing made with discarded materials from the automobile production and scrapping process, the event will kick-start sales on October 13 exclusively at London’s Selfridges pop-up store and the Selfridges online store. The event will be also aligned with Project Earth, a symbolically sustainable campaign operated by Selfridges, a UK-based chain of high-end department stores and an online retailer. The sales will raise funds for the British Fashion Council’s Institute of Positive Fashion. The IPF aims to create an industry blueprint by bringing together expertise from different areas to help brands in the industry navigate an often confusing to understand topic and kick-start a much-needed comprehensive step-change. It is informed by research, expert opinion, industry insights and the significant industry experience of individual businesses and organisations.
The participating brands and their items are:
- Alighieri: a stunning 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
- E.L.V. DENIM: a jumpsuit created using upcycled 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
Re:Style 2020 stems from the recognition that although most of the materials, such as iron and nonferrous metals, are currently recycled as part of the vehicle scrapping process, there are still some materials such as leather, glass and airbags that end up in landfill. For Re:Style 2020 as well as its past iteration in 2019, the company collected various leftover materials with the help of diverse partners and sent them to the collaborating designers.
“At Hyundai Motor, we understand that ethical consumption and caring for the environment are increasingly important considerations of our customers in the post COVID-19 world. Through Re:Style 2020 we want to offer another way Hyundai Motor can help customers enjoy the sustainable lifestyle they aspire to,” said Wonhong Cho, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company. “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.”
In line with the company’s vision, “Progress for Humanity,” Re:Style 2020 aims to encourage cross-industry collaboration to champion new thinking and innovation in sustainable design and lifestyle. By doing so, the company reimagines new possibilities for waste as an exemplar of global best practices in sustainability and the circular economy.
Under its Strategy 2025, Hyundai Motor aims to spearhead a global leadership in zero-emissions and clean mobility by becoming the world’s third-largest automaker of eco-friendly vehicles by 2025, offering a new innovative lineup of battery electric vehicles and fuel-cell electric vehicles (FCEVs). The NEXO, Hyundai Motor’s second-generation FCEV with a 609-kilometer range on a single charge (under Korean certification standards), emits only clean water vapor and purifies the air while driving, filtering 99.9 percent of ultra-fine particles in the process.