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

Reju's Augmented Reality Experience on Textile Waste

During Climate Week NYC 2025, the innovative company Reju is making waves with an engaging augmented reality (AR) experience designed to highlight the pressing issue of textile waste across the world. This initiative aims to raise awareness among attendees and the general public about the staggering volume of textile waste produced every year, underlining the critical need for a shift towards sustainable practices in the fashion industry.

The Reality of Textile Waste

According to Textile Exchange, more than 92 million tons of textile waste are generated worldwide each year, with the vast majority ending up in landfills or incinerated. Reju's groundbreaking technology, which originated from IBM research, aims to transform this wastefulness. By regenerating textiles at the end of their life cycle and converting them into high-quality materials, Reju seeks to close the loop on textile waste, redefining how we approach clothing disposal and recycling.

Unveiling the AR Experience

Set to be launched on September 22, the AR experience will superimpose mountains of textile waste over two iconic landmarks: the Empire State Building and the Flatiron Building. This striking visual representation not only showcases the environmental crisis but also illustrates Reju's commitment to finding solutions. Visitors can encounter QR code signage at busy locations around the city. Scanning these codes will direct them to an interactive microsite, where they can activate the AR filter with their phone cameras.

An Immersive Learning Opportunity

Once the AR filter is activated, users can swipe through various settings to visualize the amount of global textile waste generated every second, minute, hour, and day, scaled to the size of the landmarks in front of them. This immersive experience provides an urgent understanding of the industry's environmental impact and underscores the necessity for innovations in sustainable materials.

Patrik Frisk, CEO of Reju, emphasizes, "Our AR experience brings the invisible textile waste problem to the forefront right in New York City during a week where climate issues are at the top of the agenda. It's a wake-up call, but also a beacon of hope. This is precisely the waste Reju aims to transform, turning discarded textiles into high-quality materials and closing the loop in fashion and beyond."

Engaging the Public

The AR activation is designed to reach audiences where they are. Not only locals but also visitors to New York City will be able to scan QR codes available on social media and near the landmarks to immerse themselves in this insightful AR experience. Participants will be encouraged to capture videos and share their experiences on social media, amplifying the conversation around textile waste.

The campaign also features influencer partners who will showcase videos using the AR filter, encouraging their followers to find the landmarks, try the filter themselves, and post their content. This interactive approach is aimed at enhancing engagement and fostering a deeper understanding of the implications of textile waste.

How to Participate

To join in this impactful experience, attendees of Climate Week and the general public are encouraged to follow Reju on social media and visit ar.reju.com to explore the experience. After using the AR filter, participants will be invited to share their footage with the hashtag #RejuClimateWeek. They can learn more about textile regeneration and sign up to support Reju's movement towards a circular economy in textiles.

About Reju

Reju is a material regeneration company focused on developing innovative solutions for recycling polyester textiles and PET waste. Owned by Technip Energies, Reju is driven by its mission to unlock endless possibilities from limited resources, leveraging technology derived from IBM research. The company aspires to create a global circular system for textile recycling, aiming to regenerate polyester textiles and reintegrate them into the economy. For more information, visit reju.com.