Sony Japan threw us a curveball with their recently concluded “Recycle Project Jeans” upcycling campaign. In collaboration with Kettle (a Tokyo ad agency), Sony transformed a few of their old Tokyo billboard tarps into a 150 limited edition run of jeans. Diverging from bags and other “eco-goods” pioneered by companies like Freitag and Looptworks, Sony gave the art of upcycling a much needed breath of life.
Furthermore, Sony showcased the jeans on their corporate HQ building exterior where one of their ads once hung, with the idea that the product would appear “farm-fresh” at its point of origin (like sushi or produce). Despite the surprising 1.5 months it took to sell out the collection, Sony is proceeding with more undisclosed upcycling projects, due out later this year.
Via CreativityOnline
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