Manufacturers, including automakers, frequently have materials left over after a production run. Rather than trying to dispose of such things, Hyundai Motor is working with ready-to-wear fashion brand Zero + Maria Cornejo and will host Re:Style, an event to showcase “a creative upcycling collaboration between the automotive and fashion industries.”
The event will take place in the “trendy” Public Kitchen restaurant on September 6, the opening night of the 2020 S/S New York Fashion Week.
Upcycling, Hyundai says in its news release, is “an emerging cultural trend that encourages the transformation of leftover materials into new products” and Re:Style “will present a vision for the creative reuse of automotive materials for fashion and connect with people who care deeply about the environment and seek more ethical consumption.”
Hyundai and its car seat manufacturing arm, Hyundai Transys, offered leftover leather and organic cotton materials such as Dylan denim that Zero + Maria Cornejo turned into a 15-piece fashion collection.
“The whole idea is to do something creative with things that have had a life before,” Maria Cornejo is quoted in the announcement. “It’s about making something new and re-imagining things. Re-create, re-imagine, re-cycle. How do we get creative with less?”
“This cultural event in the heart of New York City allows us to partner with one of the preeminent eco-friendly designers and share our vision for progressing humanity,” said Wonhong Cho, global chief marketing officer for Hyundai Motor Company. “We’re aiming to prove that you can create something beautiful and new from something that was once used.”