“Best from the waste” The most popular saying we’ve heard since we were kids and now, the Hyundai Motors Company has taken up the same scheme with a creative approach to sustainable fashion by up cycling discarded materials from the automotive manufacturing and scrapping process into marketable products in collaboration with leading artists in ecofriendly design.

Hyundai launches its Re:Style 2020 fashion collection up cycling discarded materials from automotive manufacturing and scrapping into fashionable products where six sustainably-minded designers work with Hyundai Motor had created a variety of jewelry, jumpsuits, work vests, bags and various other clothing products.

The Company finally exhibits the collection digitally to ensure the safety of the people around amid this global pandemic (COVID-19). The bits are disclosed on the Hyundai social media channels, as well as on the channels of the participating brands since October 8, 2020.

Last year, the same campaign was initiated and it did really well out in the markets, after its success, this year the Re:Style 2020 capsule fashion collection has been paired up with several other trendy fashion brands like, Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin. These brands have that capability to understand the reason behind this campaign and create more innovative ideas to maintain the sustainability of the products and Hyundai’s everlasting reputation.

Supplementing a variety of products such as bags, jumpsuits, vests, jewellery, and several other clothing materials made with the discarded waste materials from the automobile manufacturing and scrapping processes, this event will probably initiate from October 13 especially at London’s Selfridges pop-up store and the Selfridges online store. Selfridges, a UK-based chain of high-end department stores and an online retailers, are also portraying a different event, The Project Earth which will be aligned with Re:style 2020 this time.

The participating brands and their items are:

  • Alighieri: a stunning collection of necklaces, chokers, bracelets and other items created with repurposed seatbelts, car glass and foam materials, as well as gold, silver, bronze and freshwater pearls
  • E.L.V. DENIM: a jumpsuit created using up cycled denim and leather scraps from the car manufacturing process
  • PUBLIC SCHOOL: a Fuji Technical Vest created out of discarded seatbelt webbings and airbag materials
  • pushBUTTON: a work vest with pockets using airbag materials that keeps the airbag’s original details
  • Richard Quinn: a corset made of recycled airbag fabrics with a blue and white floral pattern
  • Rosie Assoulin: a tote bag made of seatbelt webbings, carpet fabrics and foam repurposed from discarded automotive materials

Re:Style 2020 stands up from a belief of trust that although most of the materials, such as iron and nonferrous metals, are currently recycled as part of the vehicle scrapping process, but there are still some particulars such as leather, glass and airbags which are up for landfill.

For Re:Style 2020 as well as its earlier progress report in 2019, the company has collected various leftover materials with the help of diverse partners and sent them to the collaborating designers to check their level of functionality and result.

Wonhong Cho, Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company said that, “At Hyundai Motor, we understand that ethical consumption and caring for the environment are increasingly important considerations of our customers in the post COVID-19 world. Through Re:Style 2020 we want to offer another way Hyundai Motor can help customers enjoy the sustainable lifestyle they aspire to, He also mentioned, “By demonstrating that discarded resources can be reimagined into valuable products, Hyundai Motor encourages more industries to see waste as a re-creative opportunity and to work collaboratively toward an environmentally accountable and economically efficient future.”

Recalling its 2025 strategy, Hyundai Motor specifically wants to become the driving force behind the global leadership in zero-emissions and clean mobility by becoming the world’s third-largest automaker of eco-friendly vehicles by 2025, whilst offering a new original set of of battery electric vehicles and fuel-cell electric vehicles (FCEVs).

The NEXO, Hyundai Motor’s second-generation FCEV with a 609-kilometer range on a single charge (under Korean certification standards), emits only clean water vapor and purifies the air while driving, filtering 99.9 percent of ultra-fine particles in the process which was a huge deal to crack towards his mission.

The brands which are the participants of this event, have their own methods and unique style of representations,
About Alighieri, Founder, Rosh Mahtani – This brand is focused on creating timeless talismans, each with their own story. Through these pieces, Alighieri brings people of all ages and culture together, creating communities through tales of vulnerability.

About E.L.V. DENIM, Founder-Anna Foster– E.L.V. DENIM takes unwanted jeans destined for landfill and turns them into modern sophisticated pieces. Adhering to an ethos of zero waste, the material used has zero impact on the environment.

About Public School, Designers Maxwell Osborne and Dao-Yi Chow- Founded in 2008, Public School continues to evolve the landscape for menswear and women’s wear. Chow and Osborne blend high and low references from their past including music, art and culture to create a platform that transcends fashion and promotes the ideas of social consciousness and justice.

About pushBUTTON, Founder- Seung Gun Park- It is one of Seoul’s most exciting high-end mixed street labels and offers an array of garments in playful designs and silhouettes. Since launching, the label has rapidly acquired strong followings in the fashion community who are searching for the next big movement. The label has built up its significant diversity concept as under & over, feminine & masculine, sexual & sporty. 

About Richard Quinn, Founder- Richard Quinn- Richard creates garments with attention to innovative fabrications, focusing on his ability to combine unique handcrafted skill, with a refined high fashion sensibility. He established his eponymous label in 2016, upon graduating the Fashion MA at Central Saint Martins. Specializing in womenswear and textiles, his collections are bold and emotive, creating a forward-thinking. unafraid vision.

About Rosie Assoulin, Founder-Rosie Assoulin Rosie has chosen, where possible, to design and manufacture in NYC in an effort to support the local community and uphold the value of artisanal craftsmanship, which is so deeply embedded in her DNA as a Brooklyn born artist and creative. Over 90% of each collection is created in NY, showing a commitment to sustaining local employment and income, and reducing waste and environmental impact.

About Selfridges, Founder Harry Gordon Selfridge– It is widely regarded as the first and best example of a modern department store. Selfridges is three years into a £300 million capital expenditure programme due to complete in 2018. The store reclaimed the best department store title again in 2018. Selfridges has four stores; in London, Birmingham and Manchester (Trafford Centre, and Exchange Square) all celebrating exciting experiences and new product destination launches. Selfridges also operates an international website that delivers within the UK and to over 130 countries, trading in 11 currencies.

Rupanjita Aich

Rupanjita Aich

My name's Rupanjita, I'm 19 years old and I have been into content writing and reading since 8th grade. I have a family of four, living in Indore, Madhya Pradesh currently. I have a true passion for books, creativity and I always tend to pose as a trendsetter for certain areas. Favourite Car: Honda BR-V Quote: Que Sera, Sera. - it means - " Whatever will be, will be"

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