Kia, Hyundai, Hankook team up with fashion groups to promote eco-friendliness, brand awareness

South Korean carmakers and tire makers have been actively collaborating with fashion companies to promote eco-friendly ventures.

Last month, Kia Corp., South Korea’s second-largest automaker, partnered with outdoor brand Eider to release a limited edition of the shoe ‘Quantum Niro’ using the design of the all-new Niro SUV model, which boasts excellent fuel efficiency, to reduce energy consumption.

Back in October, Hyundai Motor Co. partnered with luxury boutique chains like Boon the Shop and L'eclaireur to carry out the ‘Restyle 2021’ project, which aims to upcycle automobile materials, focusing on using airbags and safety belts to make clothes.

Meanwhile, South Korean tire maker Hankook Tire & Technology Co. collaborated with sportswear manufacturer PRO-SPECS to develop the ‘Blade HK’ and the ‘Air Sky HK’ shoes that feature tire treads with excellent gripping power for their soles.

Another factor that prompts automakers and tire manufacturers to work with fashion companies is to enhance brand intimacy. Unlike cars and tires, which have a limited range of uses, fashion items, including apparel, are daily necessities with a wider customer range.