More than 750,000 scrap cars are generated annually in Korea, as indicated by the national scrap car statistics of the Korea Automobile Disassemble Recycle Association, covering the past five years (2018 to 2022). Additionally, internal combustion engine vehicles are set to phase out from 2035 in Europe.

Aligned with the brand vision, "Progress for Humanity," Hyundai surpasses the development of eco-friendly vehicles, exploring advanced materials from eco-friendly sources. This involves integrating these materials into our vehicles and establishing recycling systems.

Recognizing the environmental impact of the automobile and fashion industries, Re:Style, launched in 2019, redefines car waste as valuable fashion items. From 2019 to 2021, collaborations with various designers yielded practical and sustainable fashion items. In 2023, our focus expanded beyond the initial campaign execution, aiming to deeply consider the campaign's purpose and method. The 2023 goal was to inspire people with unconventional upcycling ideas, steering away from common methods.

Re:Style has expanded its scope of upcycling fashion through continuous collaborations with various designers. In 2019, we partnered with eco-friendly designer Maria Cornejo, creating a practical 15-piece collection from scrap leather sourced from car seats. The following year, we collaborated with six distinguished designers, crafting and marketing clothing, accessories, and bags using materials salvaged from scrapped cars. In 2021, we produced one-mile wear made from IONIQ's eco-friendly materials, which include waste plastic, sugarcane, and fabric/oil derived from rapeseed.

In 2023, our goal was to inspire people with new upcycling ideas through unconventional and bold approaches, transcending mere sustainability and practicality. Thus, we collaborated with Jeremy Scott, an icon of innovation, and created the AUTO COUTURE COLLECTION. The collection defies norms by showcasing the beauty in abandoned car parts and rejuvenating perspectives on upcycling.

As Re:Style enters its fourth iteration, instead of merely considering the execution of an initial campaign, such as choosing a designer or determining clothing types, we deeply thought about the campaign's inherent purpose and execution method. Rather than unilaterally presenting brand activities, as is often done in many ESG efforts, we aim to inspire the upcycling movement. Therefore, we launched the 'Re:Style Exhibition' in Seoul to provide the public with a direct experience of unconventional upcycling products.

The guiding principle is "Move with the vibe: Going beyond our ideas and evolving into a movement that brings people together." Aspiring for 'saving the planet in style' to become a motivating movement, we aim to inspire people to truly experience sustainability.

The immersive experience invites visitors to experience upcycled lifestyle goods for themselves and actively participate in Hyundai's vision of sustainability through versatile repurposed items applicable for everyday use.

The Re:Style exhibition takes consumers on a carefully crafted journey. It begins with the delivery of Hyundai's sustainable vision, introducing innovative eco-friendly materials through a video. The journey then progresses into a retrospective display of the 2019-2021 collections in fashion films featuring model Lauren Wasser, a Re:Style ambassador embodying the campaign's essence of blending style and sustainability despite overcoming a double leg amputation.

The focal point shifts to the 2023 Collection, produced by Jeremy Scott, challenging norms by highlighting the beauty in abandoned car parts and revitalizing outdated views towards upcycling. A dedicated space showcases the brand book, illustrating Re:Style's transformative journey over the years. Simultaneously, the Re:Style 2023 Brand Film is screened, spotlighting the process of transforming scrapped car parts and IONIQ’s eco-friendly materials sourced from sugarcane and rapeseed flowers into Jeremy Scott’s Auto Couture collection.

The campaign successfully achieved its objectives with impressive numbers. During the 19-day Seoul exhibition, it attracted over 10,000 visitors, indicating significant engagement. In the digital realm, the brand film reached 66 million YouTube views, enhancing the campaign's global impact. A robust media presence included 220 articles across major outlets, heightening brand awareness. Additionally, it has amassed over 80 million engagements, fostering meaningful community interactions.

The campaign’s success and warm reception both domestically and internationally has prompted global expansion requests, which were accepted in the form of an Amsterdam Re:Style exhibition and a showcase at the LA Auto Show. Hyundai's unwavering commitment to sustainability will continue to echo worldwide, embodying a steadfast Re: Re: Re:Innovation to create a sustainable future on a global stage.