Hyundai wants to make your next set of clothes out of bits of old cars. No, seriously - the Korean car-making giant has developed a programme using fabric and material taken from end-of-life cars and recycling them into new, fashionable, clothes and shoes.
Circular economy
It's called Re:Style, and having been initially thought of in 2019, it's now coming to Europe. Hyundai is working with world-renowned designer Jeremy Scott to create "a circular economy podium in Europe that inspires a more conscious future."
So, Hyundai's Re:Style is taking the likes of airbag material and seatbelts from old cars, as well as recycling things such as plastic bottles, sugar cane, grain and oil - stuff that would normally be discarded can be upcycled and given a new life by Re:Style. The materials can be reworked into, for instance, funky padded jackets or seatbelt webbing can be reused entirely to make cool, strong, straps and carry-handles.
Re:Style made its debut in 2019 in New York with Maria Cornejo, who crafted a unique collection of clothing from waste car seat fabric. In 2020, the project evolved into a platform for collaboration with six designers at the Selfridges store in London. Most recently, in 2021, the company partnered with L'Eclaireur in Paris and Boontheshop in Seoul, expanding its reach and impact even further.
Discarded materials
For 2023, Re:Style and Jeremy Scott will launch a new collection in Amsterdam. According to Hyundai: "The collaboration with Scott underscores Hyundai's commitment to endorsing visionary concepts. Renowned for his ability to challenge fashion conventions and disrupt norms, his influence on the fashion industry and creativity is undeniable. Scott's collection goes beyond mere fashion; it serves as a purposeful statement. By repurposing various discarded materials from the car manufacturing process, Scott transformed these materials into extravagant fashion pieces. He intentionally breaks with stereotypes of sustainable design with an haute couture collection consisting of discarded materials, deadstock fabrics and new materials derived from parts such as wheels, seat belts, tail lights and wipers."
Scott will be joined on stage in Amsterdam by fellow designer Maria Cornejo. She was the first designer to join Re:Style in 2019 and is described as "a driving force behind sustainable fashion globally." Cornejo`s first Re:Style collection was based on the reuse of fabrics used in the car's interior. Leather used for seat covers, seatbelts but also airbags were integrated in her collection which will be exhibited next to the latest collection of Jeremy Scott to show the roots of Re:Style.
Korean traditions
Recycling isn't just a new fad, either; there's also a strong traditional Korean influence in Re:Style's collections. Hyundai quotes a "Spirit of Korean culture to preserve old materials, buildings and heritage and repurposing to create something modern and new. Same as for the timeless hanbok, which translates to 'Korean clothing'. Hanbok transcends mere fashion; it is a living symbol of cultural and ceremonial significance intricately woven into the tapestry of Korean traditions."
According to a Hyundai spokesperson: "Re:Style is not just a platform but a lifestyle that encourages people to reimagine their choices, from the clothes they wear to the cars they drive. This platform is about transforming the way people think, act, and design, all the while encouraging innovative thinking beyond conventional boundaries. The platform is to continue throughout the next years and engage not only on a circular economy for fashion, but architecture and music amongst others."