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

Reju's Augmented Reality Showcase: A Step Towards Sustainable Fashion

In an impressive initiative, Reju™—a pioneer in textile regeneration—has introduced augmented reality (AR) as part of Climate Week NYC 2025. This innovative approach aims to raise awareness about the staggering global textile waste crisis, impacting cities worldwide. Scheduled to commence on September 22, 2025, the campaign will feature compelling displays at two of New York City's most recognizable buildings: the Empire State Building and the Flatiron.

The Challenge of Textile Waste

According to Textile Exchange, over 92 million tons of textile waste are generated annually, predominantly ending up in landfills or incinerated. Reju's technology, initially developed through a collaboration with IBM Research, strives to rectify this dire environmental issue by restoring, regenerating, and recycling discarded textiles into high-quality materials, effectively closing the loop on textile waste.

An Interactive Experience

During Climate Week, New Yorkers and attendees will come across QR codes prominently displayed in high-traffic areas near the event's key locations. By scanning these codes, users will be directed to an interactive microsite, where they'll activate Reju's AR filter by pointing their phone cameras at the iconic buildings. This feature will allow users to visualize the alarming amount of global textile waste generated per second, minute, hour, and day, comparing these figures with the scale of the buildings right before them. This immersive experience serves to powerfully illustrate the industry's impact on our environment and highlight the critical need for innovative solutions in sustainable materials.

Patrick Frisk, CEO of Reju, emphasizes the importance of this display stating, "Utilizing augmented reality during a week focused on climate issues calls attention to the unseen menace of textile waste right in the heart of New York City. This is an alarming signal, yet it carries a glimmer of hope. It is precisely this waste that we transform into high-quality materials, completing the sustainable cycle in fashion and beyond."

Community Engagement

This AR campaign is designed not only to inform but also to engage the local community and visitors. By scanning QR codes shared on social media and placed around landmarks, users can immerse themselves in the AR-enabled environment, record videos, and share their experiences online. Influencers participating in this campaign will utilize the AR filter on their platforms, encouraging their followers to locate iconic buildings, test the filter, and publish their content. This creates a ripple effect, expanding the conversation around sustainable fashion and deepening interaction with the audience.

Visitors to Climate Week and the general public are invited to follow @Reju on social media and check their site at ar.reju.com for updates. Consumers are encouraged to share their AR-filtered videos with the hashtag #RejuClimateWeek, learn more about textile regeneration, and join Reju’s movement for a circular textile economy.

About Reju

Reju specializes in material restoration and is focused on developing innovative solutions for the recycling of polyester fabric waste and used PET containers. Owned by Technip Energies and leveraging IBM Research technology, Reju aims to unlock infinite possibilities within finite resources. Their mission is to create a global closed-loop textile recycling system for regenerating and recirculating polyester fabric materials. For further details, visit reju.com.