Škoda Upcycles Car Parts for This Eco-Punk Fashion Line
Building on its "Open Air, Open Roads" campaign with Nord DDB, Czech car manufacturer Škoda is collaborating with a Swedish upcycling fashion brand, Rave Review, for an exclusive clothing line made of scrapped car bits.
The lead ad highlights Škoda's all-electric Enyaq Coupé RS iV, which a group of friends use to drive into the forest and throw a day-rave.
The objective of "Open Air, Open Roads" is to inspire more outdoor adventures, which feels beside the point until you consider the sustainability aspect. The connection being made is that circular relationships to consumption align you with environmental interests. What better way to seal your respect for nature than to party with it in all your upcycled glory?
In the behind-the-scenes video below, the founders of Rave Review explain what car parts they used to design the collection, and on what types of clothing they appear. These include utility belts composed of seat belts, and a bomber jacket made of old carseat material. Vintage kilts and blankets also shape the wider collection of outdoor-friendly jackets, hats and bags.
The effect is very punk. Eco-punk is having a big moment in fashion right now, but an effective case can be made that punk has always been connected with a sustainable attitude and counter-growth culture.
For Škoda, "to let old car parts be given new life as a fashion collection allowed us to be more than a car," explains Stefan Nygren, the brand's head of marketing and product. "It has been inspiring to explore new and innovative solutions together with Rave Review, and with this collection we hope to inspire people to more unconventional creativity for the future."
Rave Review's whole vibe is about repurposing high-quality materials to make unique fashion statements. "Working with Škoda has been a fun adventure," adds co-founder and creative director Livia Schück. "To transform car parts into outdoor wearables proves that upcycling will be an important part of the future."
Of course, the punks already knew that.
Select items from the collection will be raffled out through Dec. 31. "Open Air, Open Roads" will appear on televisions, out-of-home, on posters, print, social media, in community activations, and via PR efforts.
Given that Škoda's own fashion line is exclusive and one-off, here's a list of other sustainable punk brands that make stuff all year round.
CREDITS
Client: Škoda
Advertising agency: NORD DDB
Designers: Josephine Bergqvist and Livia Schück at Rave Review
Director: Gustav Stegfors
Director of Photography: Andreas Johannessen
Still photographer: Nemo Hinders
Production company: Giants & Toys
Executive producer: Tilde Franzén
Producer: Mimmi Silfverlood
