Hyundai Motor Company, the Seoul, South Korea-based automotive manufacturer, has launched the third iteration of “Re:Style,” the upcycling fashion project that uses materials that are discarded during the automobile manufacturing process and illuminates the company’s sustainable enterprise beyond the automotive industry.
Re:Style 2021 launched in Seoul, South Korea and Paris, France in partnership with fashion shops L’Eclaireur and Boontheshop. The unique collaboration involving the three companies highlights Hyundai Motor’s ever-growing commitment to eco-friendly manufacturing, creative outside collaboration and engagement with environmentally-conscious consumers, the company said. In particular, Hyundai Motor’s partnerships with L’Eclaireur and Boontheshop reflect the two fashion companies’ shared commitment to eco-friendly production and offering of easily accessible and wearable fashion items, said Hyundai Motor Company.
“With the third annual celebration of Re:Style this year, Hyundai Motor Company continues its dedication to facilitate the ‘progress for humanity,’ its brand vision and objective,” said Thomas Schemera, global chief marketing officer and head of the customer experience division of Hyundai Motor Company. “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, and 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.”
Twelve fashion items — including track jackets, sweatshirts, zip-up hoodies and short and long pants — are for sale in limited quantities at L’Eclaireur and Boontheshop stores. Leftover materials from car manufacturing, including airbags and seatbelts, were used to create the garments. Eco-friendly materials incorporated into the Hyundai IONIQ 5, such as Bio PET and recycled fibers, were also used, enhancing wearability and demonstrating the potential for the utilization of bio materials in fashion.
“As a company in charge of fashion distribution, we’ve always had concerns about the impact of discarded clothing materials on our planet Earth,” said L’Eclaireur’s CEO Michael Hadida. “So, by reusing the wearable pieces from automobile manufacturing and channelling the generated profits into other projects, we hope to create a virtuous cycle of sustainability and uniquely contribute to saving our planet.”
“It is highly meaningful to participate in this creative and value-adding collaboration with Hyundai Motor Company,” said DJ Kim, executive director, BoontheShop. “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 sales of the Re:Style collection will go to various sustainable projects by Hyundai Motor Company, with L’Eclaireur and BoontheShop joining the cause, said the company. An online video that features actress Doona Bae, actor KyoHwan Koo and virtual influencer Shudu, is available on Hyundai Motor Company’s Youtube Channel, “HyundaiWorldwide,” illuminating the campaign’s purpose and philosophy.
