08 October 2020

Today, Hyundai Motor Company reimagines automotive waste by collaborating with six sustainably-minded global designers to launch an upcycled fashion collection, Re:Style 2020.


Following the initial success of the Re:Style project in 2019, the 2020 capsule collection will be crafted combining discarded raw materials from the car industry and each designer's unique creative vision.

Launching exclusively with Selfridges, the Hyundai Re:Style 2020 capsule fashion collection has been created in partnership with six leading global designers – Alighieri, E.L.V. DENIM, Public School, Pushbutton, Richard Quinn and Rosie Assoulin – who have reimagined products such as jewellery, jumpsuits, shirts, work vests and bags from discarded raw materials from the automobile production and scrapping process. These forward-thinking partners were selected as they share Hyundai’s vision of finding more sustainable ways to create the products we love. Each one is joining in Hyundai’s goal to collaborate across industries to drive innovation in sustainable design and manufacturing.

The Hyundai Re:Style 2020 collection will be available from Selfridges online and in a pop-up store in London’s Selfridges [Project Earth pop up (UK only)] from 13th October. The sales from the collection will raise money for the British Fashion Council’s Institute of Positive Fashion (IPF). The IPF aims to create an industry blueprint by bringing together expertise from different areas to help brands in the industry navigate an often confusing to understand topic and kick-start a much-needed comprehensive step-change. It is informed by research, expert opinion, industry insights and the significant industry experience of individual businesses and organisations.

This year, Hyundai will unveil the collection digitally. The pieces will be revealed through Hyundai’s own platforms, on Selfridges’ channels, as well as being revealed by the designers themselves on social media from 8th October until the 20th October.

About the collection:

  • Alighieri
    Jewellery designer, Alighieri has created a stunning collection including necklaces, chokers and bracelets for the Re:Style 2020 project. Alighieri has repurposed seatbelt and foam materials, as well as gold, silver, bronze and freshwater pearls. Prices from £195
  • L.V. DENIM
    The sustainable denim brand has mixed Hyundai leather scraps with upcycled denim to create a unique jumpsuit. Price: £510
    For its ReStyle 2020 collection piece, PUBLIC SCHOOL has cleverly mixed discarded seatbelt webbing and airbag material to create a Fuji Technical Vest. Price £780
  • pushBUTTON
    The pushBUTTON Re:Style 2020 piece was created with waste airbag materials and has kept the airbag's original details, transformed with pockets to accentuate its feel. Price: £540
  • Richard Quinn
    Richard Quinn has created a blue and white floral pattern reflective of his signature style, which has been printed directly onto recycled airbag fabric crafted into a fitted corset. Price: £1,120
  • Rosie Assoulin
    Rosie Assoulin has creatively reimagined a beautiful tote bag from seatbelt webbing, carpet fabric and foam repurposed from discarded automotive materials. Price: £375.

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

The concept for Re:Style 2020 stems from the recognition that although around 80% of materials from the vehicle manufacturing and scrapping process are currently recycled, the remaining 20% still end up in landfill. For Re:Style 2020, as in previous years, the company has collected various discarded materials for use in the collection with the help of various partners including Samyang, Dual co. Ltd and TBU.

In line with the company’s vision, “Progress for Humanity,” Hyundai Motor has been researching the most ecofriendly manufacturing and scrapping process. Re:Style 2020 aims to encourage cross-industry collaboration to champion new thinking and innovation in design and manufacturing, reimagining the possibilities of waste at the forefront of global best practices in sustainable and the circular economy.

Under its Strategy 2025, Hyundai Motor aims to spearhead a global leadership in zero-emissions and clean mobility by becoming the world’s third-largest automaker of eco-friendly vehicles by 2025, offering a new innovative lineup of battery electric vehicles and fuel-cell electric vehicles. 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.

As part of the company’s clean mobility strategy, Hyundai Motor is solidifying its position as a world-leading sustainable lifestyle brand with the launch of IONIQ: a new electric-vehicle brand with dedicated EV models scheduled to be introduced from 2021.

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