#USA #New York #Reju #Textile Waste #Climate Week NYC

Reju Unveils Augmented Reality Experience at Climate Week NYC

Reju™, a pioneering company focused on textile regeneration, has announced its innovative use of augmented reality (AR) at Climate Week NYC 2025. Set to launch on September 22, this initiative aims to provide attendees with a striking visualization of the alarming global textile waste crisis, placing it against the backdrop of iconic New York City landmarks, specifically the Empire State Building and the Flatiron Building.

According to estimates from Textile Exchange, over 92 million tons of textile waste is produced globally each year, with the majority ending up in landfills or incinerated. Reju's proprietary regeneration technology, developed in collaboration with IBM, aims to change this trajectory. The technology evaluates, regenerates, and reintroduces textiles into circulation as high-quality materials, effectively closing the textile waste loop.

During Climate Week, New Yorkers will encounter QR code markers in high traffic areas near significant Climate Week venues. Scanning these codes redirects users to an interactive micro-site where they can activate Reju’s AR filter by pointing their phone cameras at the two well-known landmarks. This AR experience will visually depict the quantity of global textile waste generated every second, minute, hour, and day, tailored to the size of the building in view.

This immersive experience serves as a powerful reminder of the industry's impact, emphasizing the critical need for sustainable material innovations. "The augmented reality experience from Reju sharply focuses on the issue of invisible textile waste right in the heart of New York during a week that prioritizes climate concerns," said Patrik Frisk, CEO of Reju. "It’s a harsh awakening yet also a glimmer of hope. This is precisely the waste Reju aims to transform, converting discarded textiles into high-quality materials and closing the loop in fashion and beyond."

Designed to engage audiences where they are, the AR activation allows New Yorkers and visitors to scan QR codes found on social media and near landmarks, immersing them in the AR experience, recording videos, and sharing their content across social platforms. Influencers are also participating in this campaign by sharing videos of the AR filter in action, encouraging followers to seek out the marked landmarks, try the filter, and publish their content to foster discussions and enhance engagement.

Attendees of Climate Week, along with the general public, are invited to join this engaging experience, and they can follow @Reju on social media platforms or visit https://ar.reju.com/ to partake. After using the AR filter, consumers are prompted to share their footage with the hashtag #RejuClimateWeek, learn more about textile regeneration, and sign up to join Reju's movement towards a circular textile economy.

About Reju

Reju is a materials regeneration company focused on creating innovative solutions to recover polyester textiles and PET waste post-consumption. Owned by Technip Energies and utilizing technology developed from IBM research, Reju drives the mission to unlock infinite possibilities within limited resources. The company aims to establish a global textile recycling system for the regeneration and recirculation of polyester textiles. For more details, visit https://www.reju.com/.