"Jumpsuit Made of Car Leather"... Hyundai Motor Unveils 'Restyle 2020'

Collaboration with 6 Fashion Brands Including Alighieri and ELV Denim

'Re:Style 2020' Project Works 6 Types (Photo by Hyundai Motor)

[Asia Economy Reporter Kim Ji-hee] Hyundai Motor Company has launched the ‘Re:Style 2020’ project in collaboration with six global fashion brands pursuing eco-friendly values, unveiling products upcycled from automotive waste on the 8th.

Re:Style began last year to promote the eco-friendly upcycling trend worldwide through a unique collaboration between automobiles and fashion. This year, to showcase the diverse potential uses of waste and to further solidify the meaning of sustainability, the upcycling materials, which were limited to discarded leather seats last year, have been expanded to include vehicle glass, carpets, and airbags. The number of collaborating designers has also significantly increased from two to six.

Since May, Hyundai Motor Company has collaborated with six global fashion brands: Alighieri, ELV Denim, Public School, Pushbutton, Richard Quinn, and Rosie Assoulin. Through this, they researched and explored new uses for materials with low recycling rates, such as leather seats, which are mostly discarded during vehicle manufacturing and disposal processes, creating a variety of products.

'Restyle 2020' Rosie Ashlin's work (Photo by Hyundai Motor Company)

Alighieri created necklaces and bracelets using automotive seat belts and glass. ELV Denim mixed leftover automotive leather seats with denim to make a dynamic yet modern jumpsuit. Public School presented a utility vest made from discarded airbag material with seat belts added as shoulder straps, while Pushbutton showcased a vest featuring the original details of airbags in a creative design. Richard Quinn completed an eco-friendly outfit by adding floral patterns to a corset primarily made from airbag material, and Rosie Assoulin crafted a sophisticated tote bag using discarded automotive carpet fabric.

Through this collaboration, Hyundai Motor Company aims to lead the establishment of a ‘virtuous cycle of eco-friendly resources’ that extends from eco-friendly vehicle development to waste recycling. The waste used for upcycling was supplied by Hyundai’s partners, including Samyang Tongsang, Duol, Hanmin Interior, which manufacture and sell automotive interior materials, and automotive waste processing company Joongbu Shredder.

Considering the COVID-19 situation, the upcycled products were unveiled on the official social network services of the six brands participating in the collaboration with Hyundai Motor Company on the same day. Starting from the 13th, they will be sold worldwide as limited editions through Selfridges London department store and its website. The proceeds will be donated to the British Fashion Council to support the promotion of eco-friendly fashion.

Cho Won-hong, Vice President of Hyundai Motor Company’s Customer Experience Division, said, “We prepared the Re:Style 2020 project so that customers can easily and enjoyably experience the sustainable lifestyle they desire,” adding, “We will redefine automotive waste as valuable fashion items and continue to develop this project in the mid to long term.”

This content was produced with the assistance of AI translation services.