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

Reju's Groundbreaking AR Experience at Climate Week NYC 2025

In a bold initiative aiming to raise awareness about the severe issue of textile waste, Reju™, a leading textile-to-textile regeneration company, has launched an innovative augmented reality (AR) experience during the Climate Week NYC 2025. This interactive experience is designed to captivate attendees and residents alike, vividly illustrating the gravity of the global textile waste crisis at two of New York City's iconic landmarks: the Empire State Building and the Flatiron Building.

The Impact of Textile Waste

According to Textile Exchange, over 92 million tons of textile waste are generated annually across the globe, with a significant portion ending up in landfills or incinerated. Recognizing the urgent need for change, Reju aims to tackle this pressing problem by reclaiming, regenerating, and recycling end-of-life textiles into high-quality materials, thereby closing the loop on textile waste.

The AR experience, set to launch on September 22, allows users to visualize mountains of textile waste using their mobile devices. By scanning QR codes located at popular outdoor spots around the Climate Week venues, participants can access an interactive microsite that overlays impressive visualizations of textile waste against the backdrop of New York’s famous architecture. The demonstration is designed to provide a visceral understanding of the magnitude of waste produced, showing how much textile waste is generated in real time across varying timeframes - one second, one minute, an hour, and a day - all scaled to the size of the landmarks.

An Engaging Experience for All

This activation encourages New Yorkers and visitors to engage actively with the issue of textile waste. By creating a playful yet impactful visual experience, Reju aims to prompt conversations around sustainable practices in fashion and the importance of innovation in creating biodegradable materials. As Patrik Frisk, CEO of Reju, states, “The AR experience illuminates the invisible problem of textile waste in the very heart of New York City, during a week when the climate is at the forefront of discussions. It serves as both a wake-up call and a beacon of hope, showing the kind of waste Reju is determined to transform into high-quality materials, and underscoring the importance of sustainable practices in the fashion industry.”

Encouraging Social Participation

Throughout Climate Week, participants will be encouraged to share their experiences via social media. The user-friendly nature of the AR experience allows for effortless sharing of videos and images tagged with the #RejuClimateWeek hashtag, fostering community engagement and amplifying the discussion around the pressing need for a circular textile economy. Additionally, Reju plans to collaborate with influencers who will showcase the AR filters in action, urging their followers to join the movement, explore the installations themselves, and contribute to raising awareness.

About Reju

Founded with a mission to revolutionize textile recycling, Reju works tirelessly towards creating innovative solutions aimed at regenerating polyester textiles and post-consumer PET waste. Supported by Technip Energies and utilizing the pioneering technology developed by IBM Research, Reju is committed to unlocking infinite possibilities from limited resources. With the ultimate goal of establishing a global circular recycling system for textiles, they strive to redefine sustainability in the fashion industry. For more information about Reju's initiatives and their mission, you can visit their website here.

With this remarkable AR experience, Reju not only strives to make the issue of textile waste visible but also empowers everyone to take part in reshaping the future of fashion and sustainability.