MILAN (ITALPRESS) – Kia, following its new strategy and brand identity, has partnered with Bag to Life, a company specializing in upcycling, to launch a new limited collection of items on the market, made from obsolete products that have been properly recycled. Kia wanted to involve B2L to offer these materials a different life in an innovative way, instead of simply disposing of and destroying them. The collection of bags, travel accessories, and personal items born from recycling will be available at selected retailers and on Amazon in Belgium, France, Germany, and Italy. “Upcycling breathes new life into materials by keeping them around longer, reducing the need for new raw materials and greatly decreasing the amount of waste from the textile industry,” said Marc Hedrich, president and CEO of Kia Europe. “This new limited collection from Kia is design in its purest form, because it transforms old into new, offering products that look sophisticated and highly functional, while ensuring that fabrics that are now considered old enjoy new life,” he added. Kia’s transformation to its new dimension as a provider of sustainable mobility solutions, which began in 2021, has seen the company change its name, develop a new logo, a new claim, and introduce its own specific design philosophy, “Opposites United”.This evolution has not affected previous Kia products, which remained in warehouses. Thanks to the collaboration with Bag to Life, about 4,000 pieces from the previous collection were transformed into about 3,500 new items, including cooler bags, flexible bags, travel pillows, yoga bags and holders, vanity kits, laptop cases, and credit card holders. “It’s been exciting to support Kia on the journey toward more responsible choices by doing what we do best: giving new life to discarded materials with our expertise, to create the upcycling collection. Every reuse of existing fabrics means savings in virgin materials and a big reduction in waste and carbon footprint,” said Kerstin Rank, managing director of Bag to Life.The upcycled collection is clear evidence of Kia’s commitment to the environment and is a key part of the ESG vision, which includes the brand’s determination to collaborate with various stakeholders, such as The Ocean Cleanup, a pioneer in removing plastic waste from seas and rivers, toward a future that can inspire everyone.
– Photo: Kia Italy press office –
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