Hyundai Motor Company has launched a new initiative Re:Style 2020, a new innovative approach towards fashion created by upcycling discarded materials from the automotive manufacturing & scrapping process and repurposing them into creative art with eco-friendly design marketable to consumers. In the current recycling process, iron and non-ferrous metals are recycled in the vehicle scrapping process but useful materials such as leather, glass and airbags that end up in the landfill will be used to create retail products through the Re:Style 2020 initiative.
Through the Re:Style 2020 initiative various leftover materials are collected with the help of diverse partners and the materials are sent to collaborating designers. This process was also used in the past iteration in 2019. Building on 2019 predecessor, the Re:Style 2020 capsule fashion collection has been created in association with fashion brands Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin. The associated fashion brands were selected as they share Hyundai’s vision of creating more sustainable products.
The collection has been revealed digitally using Hyundai’s social media channels in lieu of safety from the COVID-19 pandemic, as well as those of Selfridges and the participating brands from October 8. The upcycled products include jewellery, jumpsuits, working vests, bags and various other clothing made with discarded materials made from the scrapping process as well as discarded during automobile production.
Alighieri will create necklaces, chokers, bracelets and other items created from seatbelts, car glass and foam materials, as well as gold, silver, bronze and freshwater pearls. E.L.V. DENIM will be making a jumpsuit created using upcycled denim and leather scraps discarded during the car manufacturing process. Public School will create a Fuji Technical Vest from discarded seatbelt webbings and airbag materials. pushBUTTON is creating a work vest with pockets using airbag materials that keep the airbag’s original details. Richard Quinn will create a corset made of recycled airbag fabrics with a blue and white floral Pattern and Rosie Assoulin will make a tote bag made of seatbelt webbings, carpet fabrics and foam repurposed from discarded automotive materials.
The upcycling concept is in-line with Project Earth, a symbolically sustainable campaign operated by Selfridges, a UK-based chain of high-end department stores and an online retailer. The event will kick-start sales on October 13 exclusively at London’s Selfridges pop-up store and the Selfridges online store. The sales will raise fund for the British Fashion Council’s Institute of Positive Fashion.