• by Tanya Gazdik , October 14, 2021

Hyundai Motor Co. is launching the third annual iteration of “Re:Style,” an upcycling fashion project that uses materials discarded during the automobile manufacturing process.

Re:Style 2021 is launching in Seoul and Paris by partnering with select shops L’Eclaireur and Boontheshop. 

The collaboration highlights Hyundai’s commitment to eco-friendly manufacturing, creative outside collaboration and engagement with environmentally conscious consumers, per the automaker. 

“We are stepping up our collaborations steadily with various industries around the world to usher in a sustainable future,” says Thomas Schemera, global chief marketing officer and head of the customer experience division of Hyundai Motor, in a release.

The two fashion companies say they are committed to eco-friendly production and offering accessible and wearable fashion items.

At both the online and offline shops of L’Eclaireur and Boontheshop, 12 fashion items including track jackets, sweatshirts, zip-up hoodies, short pants and long pants are on sale in limited quantities. The offline shops are open for two weeks from Oct. 14-28, while the online shops at leclaireur.com and sivillage.com run for four weeks through Nov. 10.

Last year the automaker sold the Re:Style 2020 collection at London’s Selfridges pop-up store and Selfridges' online store.

For this year’s Re:Style, leftover materials from car manufacturing such as airbags and seatbelts have been used. In addition, eco-friendly materials incorporated into the Hyundai Ioniq 5, such as Bio PET and recycled fibers, were also used, enhancing wearability and demonstrating the potential for using bio materials in fashion and beyond.

The proceeds from the sales of these items will go to sustainable projects by Hyundai Motor, with L’Eclaireur and BoontheShop joining the cause on the basis of their shared commitment. 

An online video featuring actress Doona Bae, actor KyoHwan Koo and virtual influencer Shudu, all wearing Re:Style items, explains the campaign’s purpose and philosophy.