#USA #New York #Reju #Augmented Reality #Climate Week

Reju's Innovative Augmented Reality Experience at NYC Climate Week

As the world faces an ever-growing textile waste crisis, Reju™, a leaders in textile regeneration, steps up to create awareness through innovative technology. At the Climate Week event in New York City, slated for September 22, 2025, Reju aims to vividly demonstrate the scale of global textile waste using augmented reality (AR). This unique initiative not only seeks to inform attendees but also engages the general public in a striking visual dialogue around sustainability and waste management.

The Problem of Textile Waste

According to the Textile Exchange, over 92 million tons of textile waste are generated globally each year, with a significant portion ending up in landfills or incinerated. This alarming statistic highlights the pressing need for innovative recycling and waste reduction strategies. Reju has developed a cutting-edge regeneration technology based on IBM research that focuses on recycling and transforming discarded textiles into high-quality materials. This approach represents a vital step towards closing the loop on textile waste and supporting a circular economy.

The AR Experience

During Climate Week NYC, Reju will showcase its AR experience, strategically placed near iconic landmarks such as the Empire State Building and Flatiron Building. Attendees will find QR codes located at busy city spots, allowing them to scan and access an interactive micro-website. There, they can point their smartphone cameras at the famous buildings and activate the AR filter created by Reju.

The AR experience will visually convey the staggering volume of textile waste produced each second, minute, hour, and day alongside these notable structures, prompting users to understand the gravity of the issue. As users navigate the AR setup, they will come to terms with the importance of sustainable material innovations and the role they can play in addressing the textile waste crisis.

Executive Perspective

Patrik Frisk, the CEO of Reju, described the AR initiative as a crucial moment to highlight a hidden problem right in the heart of New York during a week dedicated to climate action. He emphasized, “This is both a warning signal and a beacon of hope. Reju's goal is to transform waste into high-quality materials and create a closed loop in fashion and beyond.”

By aiming to engage the audience where they are, the AR activation encourages New Yorkers and visitors alike to immerse themselves in the experience, capturing videos and sharing content on social media. Influencers will play a key role in amplifying this initiative, inspiring their followers to discover landmarks, try the AR filter, and contribute their content, thereby expanding the conversation about textile sustainability.

Join the Movement

Participants at Climate Week and the general public can join the movement by following @Reju on social media platforms and visiting https://ar.reju.com. Once users experience the AR filter, they are encouraged to share their footage using the hashtag #RejuClimateWeek, as well as learn more about textile regeneration and be engaged in the Reju mission towards a circular textile economy.

About Reju

Reju is a materials regeneration company focused on creating innovative solutions for recycling polyester textiles and post-consumer PET waste. Owned by Technip Energies and utilizing technology from IBM Research, Reju is dedicated to unlocking infinite possibilities within limited resources. The company seeks to establish a global circular recycling system for textiles, aimed at regenerating and circulating polyester materials. For more information, visit www.reju.com.