Re;CODE, an Upcycling Brand from the Kolon Industries, Inc Portfolio

During this week's visit to Dosan Park in Seoul I focused mostly on established brands. However, I wanted to highlight one very innovative, smaller Korean brand that literally stopped me in my tracks despite my busy schedule – Re;CODE, an upcycling brand from the Kolon Industries, Inc portfolio.

• Super bold branding that greets you with its DNA – hard to miss that it's about upcycling airbags with the blue crashed car in front of the store and the massive installation created with used airbags inside the store

• Urban style clothing, with bolder designs showcased on mannequins and singled out on hangers

• The 'production room' which enhances the industrial feeling of the brand, same with the personalization section where you can decorate your own mini half-moon bag at the RE:TABLE

• Messaging on signage throughout the store sharing important details about the brand, including my favorite about the AIRBAG SERIES: 'Airbag fabric, originally developd for vehicle safety, has been reborn as a unique and sturdy product by RE;CODE. The fabri showcases distinctive colors and a barcode print. All airbag accessories from RE;CODE utilize undyed, raw state airbag fabric, emphasizing our commitment to ec-friendly production.'

• Last but not least, the furniture from recycled matherials which further amplifies the ethos of the brand

I feel very lucky to be in an environment where even the big guys (Kolon Industries is a USD 2.5bn in revenue business and the whole Kolon Group brings in USD 6.7bn a year) are now turning to projects which put sustainability at the center.