Aju Business Daily

SEOUL -- Through collaboration with trendy foreign fashion brands, Hyundai Motor, a leading carmaker in South Korea, launched a sustainable fashion collection by upcycling discarded materials from automotive manufacturing and scrapping into a variety of marketable products such as jewelry, jumpsuits, working vests, bags and clothing.

For its fashion collection called "Re:Style 2020," the auto company said it has selected "forward-thinking" fashion brands including Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin, which shared Hyundai's goal to collaborate across industries to drive innovation in sustainable design and lifestyle.

"Through Re:Style 2020 we want to offer another way Hyundai Motor can help customers enjoy the sustainable lifestyle they aspire to," Hyundai Motor's global marketing officer Cho Won-hong said in a statement. "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."

Items would be revealed through social media channels of Hyundai Motor, its partners and Selfridges, a chain of high-end department stores.

Sales will begin on October 13 exclusively at London's Selfridges pop-up and online stores, Hyundai said, adding the event will be aligned with Project Earth, a symbolically sustainable campaign operated by Selfridges, to raise fund for the British Fashion Council's Institute of Positive Fashion which aims to create an industry blueprint by bringing together expertise from different areas.