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

Reju's Innovative AR Experience at Climate Week NYC 2025

In a groundbreaking initiative, Reju™, a leader in textile regeneration, is set to capture the attention of attendees at Climate Week NYC 2025 through the use of augmented reality (AR). Launching on September 22, Reju's digital experience aims to shed light on the alarming issue of global textile waste—over 92 million tons generated annually, much of which ends up in landfills or is incinerated.

Visualizing the Crisis

Set against the backdrop of iconic New York City landmarks, notably the Empire State Building and the Flatiron Building, Reju's AR experience will project striking imagery of textile waste. This powerful visual representation serves as both a wake-up call and an educational tool, highlighting the urgency of implementing sustainable practices in fashion.

During the Climate Week, attendees will find strategically placed QR code signage throughout the city, especially in high-traffic areas leading up to key events. By scanning these codes, users can access an interactive microsite that activates the AR filter. This immersive technology allows individuals to visualize the staggering amounts of textile waste produced not just annually, but also in real-time—in seconds, minutes, hours, and days—all with respect to the scale of the landmarks they are viewing.

The Impact of Innovation

Patrik Frisk, CEO of Reju, emphasized the importance of their AR experience, stating, "Bringing the invisible textile waste problem into sharp focus during such a crucial week for climate awareness is imperative. This is a glimpse of hope, showcasing Reju's mission to transform discarded textiles into high-quality materials."

The initiative underscores Reju's commitment to closing the textile waste loop, utilizing technology originating from IBM Research to recover and recycle end-of-life textiles.

Community Engagement

What sets this campaign apart is its strong emphasis on community participation. Users can engage with the AR experience, record videos, and share them on their social media platforms. Collaborations with influencers will further amplify the reach, motivating followers to engage with Reju’s message and participate in the movement toward a circular textile economy.

All Climate Week attendees and the general public are encouraged to follow @Reju on various social media platforms and visit Reju's AR experience to engage with the digital content. After utilizing the AR filter, participants can share their experiences using the hashtag #RejuClimateWeek, contributing to the growing conversation on textile regeneration and sustainability.

About Reju

Reju is a pioneering materials regeneration company focused on developing innovative solutions for transforming polyester textiles and post-consumer PET waste into new materials. Owned by Technip Energies and fueled by technology born from IBM Research, Reju is dedicated to unlocking infinite possibilities from finite resources. Their goal is to create a global circular system for textile recycling, facilitating the regeneration and recirculation of polyester textiles. To learn more, visit Reju's official website.