Hyundai Motor Unveils Upcycling Fashion Project 'Re:Style 2021'

12 Eco-Friendly Clothing Items Made from Automotive Waste and Materials Used in Ioniq 5 Unveiled

[Asia Economy Reporter Yoo Je-hoon] Hyundai Motor Company announced on the 14th that it has carried out the 'Restyle 2021' project in collaboration with global fashion edit shops 'BOONTHESHOP' and 'L'Eclaireur', unveiling products upcycled from automotive materials.

This project was planned to promote the eco-friendly upcycling trend through a unique collaboration between the automotive and fashion industries, amid the growing importance of sustainability.

Hyundai Motor began this initiative in 2019 by unveiling garments upcycled from discarded leather seats in New York, in partnership with the US eco-friendly fashion brand ZERO+Maria Cornejo. Last year, it collaborated with six global fashion brands including Alighieri and E.L.V. DENIM to showcase jewelry and vests made from automotive waste.

This year, Hyundai has partnered with renowned fashion edit shops BOONTHESHOP and L'Eclaireur to present 12 types of clothing such as jackets, hoodies, and pants made from automotive waste and eco-friendly materials used in the Ioniq 5. The products feature black and khaki fabrics with detachable pockets and belts, emphasizing functionality and dynamism.

Notably, this project expands beyond last year's upcycling materials limited to automotive waste like airbags and seat belts, by also utilizing eco-friendly materials applied in the Ioniq 5, including ▲recycled yarn (yarn made by crushing and processing transparent PET bottles) and ▲bio PET yarn (yarn made using bio components extracted from sugarcane, corn, etc.), thereby enhancing the meaning of sustainability pursued by Hyundai.

BOONTHESHOP and L'Eclaireur will start selling the products from today at their offline stores in Seoul and Paris, as well as on the SI Village and L'Eclaireur websites. The proceeds will be donated to sustainable activities that Hyundai will promote in the future, in agreement with BOONTHESHOP and L'Eclaireur who share Hyundai's eco-friendly movement.

Thomas Schimiera, Vice President and Head of Hyundai Motor Customer Experience Division, said, "Hyundai Motor is accelerating its brand vision, Progress for Humanity, and continuously collaborating with different industries including fashion to create a sustainable future. Through this project addressing the common issue of waste in both automotive and fashion industries, we hope to communicate with the MZ generation who are highly interested in environmental issues and sustainability."

Meanwhile, at 8 a.m. (Korean time) on the same day, Hyundai posted videos on its worldwide YouTube channel and Hyundai Lifestyle Instagram featuring actress Bae Doona, actor Koo Kyo-hwan, and virtual influencer Shudu wearing eco-friendly upcycled clothing.

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