#USA #New York #Reju #Climate Week #AR Experience

Reju Unveils Innovative AR Experience During Climate Week NYC

As the world grapples with the ever-growing problem of textile waste, Reju™, a pioneering textile regeneration company, introduces a groundbreaking augmented reality (AR) experience during Climate Week NYC 2025. Set to launch on September 22, this initiative transforms iconic New York City landmarks—the Empire State Building and the Flatiron Building—into powerful visual reminders of the textile industry's waste crisis.

With over 92 million tons of textile waste produced globally each year, a substantial portion of which ends up in landfills or is incinerated, the timing of Reju’s initiative couldn't be more critical. The AR experience serves as an immersive, eye-catching visualization of this alarming statistic, enlightening attendees about the sustainability challenges faced by the fashion industry today.

The AR Experience: A Powerful Visualization

Reju’s AR experience employs cutting-edge technology to create a striking visual representation of textile waste. By simply scanning QR codes placed at high-traffic locations around the city and near key Climate Week venues, users can access an interactive microsite. This platform enables them to use their mobile devices to point at the two iconic buildings and activate an AR filter that illustrates the staggering amount of textile waste generated in a given second, minute, hour, and day—scaled dramatically to the size of the landmarks in view.

As users swipe through the AR settings, they witness a compelling visual narrative that encapsulates the textile industry's impact on the environment. Through this interactive engagement, Reju aims to prompt a visceral understanding of the urgency for innovation and transformation within sustainable materials.

Patrik Frisk, the CEO of Reju, expressed his enthusiasm for the experience, stating, "Reju's AR engagement brings the invisible textile waste problem into sharp focus, right in the middle of New York City during a week when climate is top of mind. This is a wake-up call but also a glimpse of hope. This is the very waste Reju is designed to transform, turning discarded textiles into high-quality materials and closing the loop in fashion and beyond."

Engaging Audiences and Inspiring Action

Designed to create an inclusive experience, the AR activation encourages New Yorkers and visitors to capture their interactions and share their experiences on social media. The campaign also includes collaborations with influencers who will demonstrate the AR filter in action, further amplifying the conversation surrounding textile waste and sustainability.

Participants are invited to share their videos using the hashtag #RejuClimateWeek, contributing to a larger dialogue about the importance of moving towards a circular economy in the textile industry.

After engaging with the AR filter, attendees are encouraged to learn more about textile regeneration and to join Reju's movement focused on promoting sustainable and circular textile practices. Reju’s technology, which originated from IBM research, is designed to recover and recycle end-of-life textiles into high-quality materials, thereby helping to close the loop on textile waste.

About Reju

Founded with a mission to promote sustainable practices in the fashion industry, Reju is a materials regeneration company that specializes in creating innovative solutions for recycling polyester textiles and post-consumer PET waste. Backed by Technip Energies and leveraging pioneering technology from IBM Research, Reju is committed to transforming finite resources into infinite possibilities. With the goal of establishing a global circular system for textile recycling, Reju is shaping the future of sustainable fashion.

To discover more about Reju's initiatives and the AR experience, visit Reju's website.