14.10.2021 Press release

Hyundai Motor Launches ‘Re:Style 2021’ Fashion Collection Repurposing Discarded Vehicle Materials

  • Hyundai Motor Company partners with L’Eclaireur and Boontheshop to introduce 12 fashion items created with discarded wearable materials from vehicles
  • Re:Style 2021 marks third year of celebrating upcycling and eco-friendly fashion at the vanguard of the evolving industry 
  • Doona Bae, KyoHwan Koo and Shudu highlight the event’s purpose and philosophy in a video available on YouTube (Hyundai Worldwide channel)

Press material

Hyundai Motor Company has launched the third annual iteration of “Re:Style,” an upcycling fashion project that uses materials discarded during the automobile manufacturing process and illuminates the company’s sustainable enterprise beyond the automotive industry.

The Re:Style 2021 is launched in Seoul and Paris by partnering with fashion select shops L’Eclaireur and Boontheshop. The unique collaboration involving the three companies highlights Hyundai Motor’s ever-growing commitment to eco-friendly manufacturing, creative outside collaboration and engagement with the environmentally conscious consumers. In particular, Hyundai Motor’s partnerships with L’Eclaireur and Boontheshop reflect the two fashion companies’ shared commitment to eco-friendly production and offering of easily accessible and wearable fashion items.

With the third annual celebration of Re:Style this year, Hyundai Motor Company continues its dedication to facilitate the ‘progress for humanity,’ its brand vision and objective. We are stepping up our collaborations steadily with various industries around the world to usher in a sustainable future. The Re:Style 2021 is one of them, and we hope this project serves as a focal point for young consumers worldwide to understand the impact of manufacturing leftover materials on our shared environment and how we can creatively and practically reutilize them.

Thomas Schemera Global Chief Marketing Officer and Head of the Customer Experience Division of Hyundai Motor Company

At both the online and offline shops of L’Eclaireur and Boontheshop, twelve fashion items comprising track jackets, sweatshirts, zip-up hoodies, short pants and long pants are on sale in limited quantities. The offline shops run for two weeks from October 14 through 28, while the online shops (ONLINE SHOPS URL: leclaireur.com, sivillage.com) run for four weeks through November 10.

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 fibres, were also used, enhancing wearability and demonstrating the potential for utilizing bio materials in fashion and beyond.

As a company in charge of fashion distribution, we have always had concerns about the impact of discarded clothing materials on our planet Earth. So, by reusing the wearable pieces from automobile manufacturing and channelling the generated profits into other projects, we hope to create a virtuous cycle of sustainability and uniquely contribute to saving our planet.

Michael Hadida CEO of L’Eclaireur

It is highly meaningful to participate in this creative and value-adding collaboration with Hyundai Motor Company. We hope that Re:style 2021 will spark new interest and common understanding among today’s conscious consumers about their purchasing decisions that take into consideration the holistic nature of our shared environment.

DJ Kim Executive Director of BoontheShop

Hyundai Motorsport has confirmed its crew line-up for the new era of the FIA World Rally Championship (WRC) with Dani Sordo and Oliver Solberg sharing the team’s third Rally1 car.

The team had already confirmed Thierry Neuville and Ott Tänak as full-time drivers for the start of WRC’s hybrid regulations, but the addition of Sordo and Solberg will bring an ideal mix of experience and youth in its ninth season.

Sordo has been part of the Hyundai Motorsport squad since its debut in 2014 and has played an integral role in some of its most memorable moments. The Spaniard contributed to a famous 1-2 result in Rallye Deutschland in the first year of competition and has gone on to be a consistent performer in each season since. He has claimed two victories in Hyundai Motorsport colours, both at Rally Italia Sardegna in 2019 and 2020, and a total of 13 podium finishes to date.

The proceeds from the sales of these items will go to various sustainable projects by Hyundai Motor, with L’Eclaireur and BoontheShop joining the cause on the basis of their shared commitment. An online video (HyundaiWorldwide - YouTube) featuring actress Doona Bae, actor KyoHwan Koo and virtual influencer Shudu, all wearing Re:Style items, is available, illuminating the campaign’s purpose and philosophy.


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