This is not a joke. While it is, in part at least, a way of showing off how cars can be recycled and their components put to second, even third, uses these are genuine fashion items and will be sold by Selfridge’s in London (and will be available on the Selfridge’s website, should you fancy picking up something for yourself…).
The products have been created in collaboration with trendy fashion brands Alighieri, E.L.V. DENIM, Public School, pushBUTTON, Richard Quinn and Rosie Assoulin. They include a denim-and-leather jumpsuit (made mostly from denim and leather scraps left over from Hyundai’s car factories); a MacGyver-esque ‘technical vest’ made from old seatbelts and airbag parts; a corset made out of recycled airbag fabrics with a blue and white floral pattern; and a Rosie Assoulin tote bag made of seatbelt webbings, carpet fabrics and foam.
Wonhong Cho, executive vice president of Hyundai Motor Company, said: "At Hyundai Motor, we understand that ethical consumption and caring for the environment are increasingly important considerations of our customers in the post COVID-19 world. Through Re:Style 2020 we want to offer another way Hyundai Motor can help customers enjoy the sustainable lifestyle they aspire to. 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.”
While it’s a way for a major car maker showing off its recycling prowess, it is also part of a global event will raise funds for the British Fashion Council’s Institute of Positive Fashion, which supports global designers and the fashion industry to become more sustainable.
