#USA #New York #Reju #Augmented Reality #Textile Waste

Reju Unveils Augmented Reality Experience at NYC Climate Week 2025

During the prominent Climate Week NYC 2025, Reju™, a pioneering textile regeneration company, took bold steps to address an alarming global issue—textile waste. This innovative initiative leverages augmented reality (AR) technology to showcase the magnitude of tons of textile waste generated each year while engaging participants and the New York City community through compelling visuals.

Scheduled for premiere on September 22, Reju's project stands out with its vivid AR displays set against NYC's skyline, specifically utilizing iconic structures like the Empire State Building and Flatiron Building. Through interactive features, attendees will be able to visualize the staggering amount of textile waste produced worldwide right from their devices.

The Delicate Issue of Textile Waste

According to data from Textile Exchange, an astounding 92 million tons of textile waste are generated globally each year, most of which end up in landfills or incinerators. Reju aims to confront this pressing concern with its technology, developed from IBM's cutting-edge research. The firm’s strategy focuses on recovering and regenerating discarded textiles, turning them into high-quality materials, thereby effectively closing the loop on textile lifecycle management.

Engaging the Community with AR

New Yorkers will encounter QR codes linked to Reju's AR experience throughout busy city centers, especially near landmarks related to Climate Week. Scanning these codes directs users to an interactive microsite, where they can align their phone cameras with selected buildings to activate the AR filter created by Reju. As users engage with the application, they witness dramatic statistics on textile waste generation quantified to scale against real-world landmarks.

This innovative solution not only underscores the environmental impact of the textile industry but also emphasizes the critical need for sustainable material innovations. “With our augmented reality technology, Reju raises awareness of the hidden issue of textile waste in the heart of New York City, precisely in the week when climate issues are at the forefront,” stated Patrik Frisk, CEO of Reju. “This serves as both a wake-up call and a glimmer of hope. We aim to process these wastes by transforming used textiles into high-quality materials, effectively closing the product life cycle within the fashion industry and beyond.”

Sharing the Experience

The AR application is tailored to connect with users where they are, allowing both locals and visitors to engage through social media as they scan QR codes positioned near notable attractions. Visitors can document their experience by creating videos and sharing their content online.

Collaborating with influencers, Reju is set to amplify its campaign by showcasing videos featuring the AR filter in action, inspiring followers to locate landmarks, try out the AR feature, and share their creations, ultimately fostering a deeper communal interest in sustainability.

Interested participants of Climate Week can follow Reju on social media and visit Reju's AR site for further details. Users employing the AR filter can share their clips with the hashtag #RejuClimateWeek, learn more about textile regeneration efforts, and contribute to Reju’s mission toward a circular economy in the textile industry.

About Reju

Reju specializes in recovering materials and developing innovative solutions for recycling post-consumer polyester and PET waste. Owned by Technip Energies, and utilizing technology from IBM Research, Reju is committed to maximizing endless possibilities within restricted resource frameworks. Their vision involves establishing an international textile recycling system, enabling the regeneration and reintroduction of polyester fabrics into circulation. Discover more about their initiatives at Reju's Official Website.