In what is becoming an annual tradition, Hyundai unveiled “Hyundai Re:Style 2021” on Thursday. The project recycles materials discarded during the automaker’s manufacturing process to create fashion. While automakers are increasingly using recycled materials on their interiors and reducing the amount of waste produced, few if any are teaming up to produce upcycled merchandise.
Hyundai launched Re:Style 2021 at two fashion shops: L’Eclaireur in Paris and Boon The Shop in South Korea as the automaker is seeking new ways to further capture environmentally-conscious consumers.
“We are stepping up our collaborations steadily with various industries around the world to usher in a sustainable future. The Re:Style 2021 is one of them,” said Thomas Schemera, global chief marketing officer and head of the Customer Experience Division of Hyundai Motor Co., in a statement.
“We hope this project serves as a focal point for young consumers worldwide to understand the impact of manufacturing leftover materials on our shared environment and how we can creatively and practically reutilize them.”
Hyundai took the material leftover from manufacturing airbags, seatbelts and other items, as well as Bio PET and recycled fibers to create track jackets, sweatshirts, zip-up hoodies, shorts and pants. Quantities are limited, as are their sale dates. The 12 items will be sold in stores from Oct. 14-28, while the online shops (leclaireur.com, and sivillage.com) will offer them through Nov. 10.
Retailers looking to be more eco-friendly
L’Eclaireur started as a fashion-conscious men’s store on Champs-Elysées in the 1980s, the retailer now boasts several locations in France, and one in Los Angeles.
“As a company in charge of fashion distribution, we have always had concerns about the impact of discarded clothing materials on our planet Earth,” said Michael Hadida, CEO of L’Eclaireur. “So, by reusing the wearable pieces from automobile manufacturing and channeling the generated profits into other projects, we hope to create a virtuous cycle of sustainability and uniquely contribute to saving our planet.”
For Boon The Shop, its story started in 2000 as a retailer of high-end international designer fashions and accessories that regularly hosts events in its Korean stores.
“It is highly meaningful to participate in this creative and value-adding collaboration with Hyundai Motor Co.,” said DJ Kim, executive director of Boon the Shop. “We hope that Re:Style 2021 will spark new interest and common understanding among today’s conscious consumers about their purchasing decisions that take into consideration the holistic nature of our shared environment.”
Proceeds from the sales of these items will go to various sustainable projects by Hyundai Motor, L’Eclaireur and Boon the Shop.
A collaboration that started three years ago
Hyundai Re:Style started in 2019 with the tagline, “saving the planet in style.” The company wanted to raise awareness of the textile waste within the automotive and fashion industries.
For the initial 15-piece collection, the automaker paired with partnership with Zero + Maria Cornejo during 2020 Spring/Summer New York Fashion Week. The collection was revealed at the Public Kitchen restaurant in New York. Attendees included actors Sarah Jessica Parker and Rowan Blanchard.
Last year’s collection was created in collaboration with fashion brands Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin. The capsule collection included jewelry, jumpsuits, working vests, bags and clothing, and was sold through the U.K.-based Selfridges department stores.
Throughout it all, one thing remained constant: reusing manufacturing waste to produce new products. It’s part of a broader plan by the Korean automaker to achieve carbon neutrality by 2045.