Creating a Sustainable Future: Toyota's Upcycle Initiative Pops Up in Tokyo

A Vision for a Sustainable Future: The TOYOTA UPCYCLE POP-UP

Starting August 6, 2025, the much-anticipated TOYOTA UPCYCLE POP-UP will launch at the Urban Famima!! Toranomon Hills Business Tower Store. In collaboration with Toyoshima Co., Ltd. and Urban Research Co., Ltd., Toyota is dedicated to transforming the concept of 'Mottainai' (Japanese for wastefulness) into a more sustainable mindset that emphasizes 'more good.' This pop-up event not only highlights new upcycled products but also aims to spark conversations around ethical transformation for the environment, people, and communities.

The collaboration was rooted in the shared belief that discarded materials can find new life and value. By merging textile and automotive waste, these three companies have reimagined what it means to be sustainable in today's world. The inaugural collection was successfully launched in the previous spring, and now, all related items will be gathered under one roof at the pop-up event. Visitors can expect to see an array of innovative products and engaging experiences designed to celebrate the power of upcycling.

Connecting through ‘Tsutsumu’

The theme of this collaboration revolves around 'tsutsumu,' which translates to 'wrapping' in Japanese. Both clothing and car components serve the function of protecting and enveloping us in our daily lives. By leveraging the intrinsic qualities of each item, the initiative seeks to transform perceived waste into valuable resources. The aim is to redefine and repurpose materials, creating more sustainable, colorful, and functional products that inspire us to rethink our consumption habits.

A Blend of Design and Craftsmanship

In producing their unique offerings, Urban Research has taken the lead in designing items using difficult-to-reuse and recycle waste materials generated during Toyota's manufacturing processes. Toyoshima, with its robust production expertise, is responsible for bringing these designs to life, ensuring quality and sustainability are at the forefront of the creation process.

During the event, attendees can browse an impressive array of products produced through this triad partnership, all designed for a better and more ethical tomorrow.

In alignment with the vision of creating a circular economy, Urban Research will utilize their brand 'commpost' to showcase innovative design for a sustainable future. The display furniture itself is made from upcycled clothing materials, utilizing environmentally conscious components such as cardboard tubes and reinforced cardboard. This not only embodies sustainable craftsmanship but also supports easy assembly and disassembly for reuse in multiple locations.

The Purpose of the POP-UP

This pop-up event is designed not just as a showcase of products but as a platform to communicate the shared values of TOYOTA UPCYCLE and Toyoshima's statements focusing on sustainability and technology. The collective mission emphasizes the importance of reducing waste and advocating for sustainable lifestyles through responsible choices.

Featured Product Lines

The event will feature a lineup of carefully crafted products that exemplify the upcycling ethos:
1. AIRBAG EX WEATHER JACKET - ¥57,200 (incl. tax) utilizes robust nylon sourced from airbags, enhanced with a military design and ventilation features for comfort.
2. AIRBAG FIELD OVER COAT - ¥55,000 (incl. tax), a minimalist yet functional piece designed for utility.
3. TOYOTA×UR Pack Tee Set - ¥9,900 (incl. tax), features organic cotton T-shirts that connect the wearer to sustainability.
4. TOYOTA×UR Glasses Case - ¥4,400 (incl. tax) made from upcycled leather scraps, offering a sleek design with functional details.

In addition, a variety of additional TOYOTA UPCYCLE items will be available for shoppers.

Join Us for a Sustainable Experience

The TOYOTA UPCYCLE POP-UP from August 6 to August 20 promises an exciting opportunity to experience the future of sustainable design. Visitors are invited to engage with the products and ideas embodied by this initiative. Together, we can shape a future where 'Mottainai' transforms into 'more good.' We look forward to welcoming you this summer at the Urban Famima!! design space in Toranomon Hills.