RE:FIBRE TAKES OVER NEW YORK CITY
A weekend full of upcycling, excitement and embroidery
July 24, 2024A weekend full of upcycling, excitement and embroidery
July 24, 2024This year, we hit a major milestone by upscaling our textile-to-textile recycling program RE:FIBRE, producing millions of PUMA replica football jerseys for 35 clubs, including Euro and Copa América teams. All these jerseys are made from 100% recycled materials, with at least 75% sourced from textile waste.
To celebrate, we hosted a weekend of festivities at our New York flagship store, coinciding with the release of the AC Milan and Manchester City home kits and their upcoming match in New York City. Fans of PUMA, AC Milan, and Manchester City came together to celebrate our RE:FIBRE achievements. Dive into the full article to catch all the details and see how we took over the big apple!
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2 match jerseys. 2 legends. 100 badges
On Saturday, we surprised the first 50 customers to purchase the new RE:FIBRE AC Milan or Man City replica kit with a limited edition badge, upcycled from jerseys worn by Jack Grealish and Christian Pulisic. These badges are handmade by our Voice of A RE:Generation, Andrew Burgess, and were packaged in a gift box including a plate indicating the batch number and game details, making them a one of a kind collectors item.
“Not only is it a cool piece, but to know exactly where it came from, where on the jersey it was. Not only that, but just the thought that went into and putting in what match it was in and by who. This is great. Great work done. This is a whole different level of interaction with the fans. Thank you PUMA, thank you AC Milan.”
Member of the AC Milan Club NYC who came to the store to get one of the limited batches.
Our upcycling artist and Voice of a RE:Generation, Andrew Burgess, joined us on site, live producing his badges in the flagship store window, attracting the attention of the New York City 5th Avenue crowds.
Upcycle Your Sportstyle
On Sunday, we held three exclusive 1-hour workshops run by Andrew Burgess. Costumers signed up on a first-come, first-served basis, and each workshop was completely booked out. Participants showcased their sewing skills or learned from scratch how to sew a customized shirt or an upcycled tote bag from a jersey.
All the t-shirts and jerseys used to make the customized shirts and tote bags came from old jerseys or dead stock.
Fellow influencers Bryan Joel and Charles Etoroma joined Andrews workshops, and added a new creative twist to the experience.
Our participants, people of all ages—from grandsons to grandmas— were so excited to learn new skills and take their handmade items with them. A lot of the participants who had never sewn before left the New York Flagship store with not just their first DIY project but also with newfound knowledge on how to make their clothing last longer.
The weekend was a great success, with the New York Flagship Store buzzing with energy, creativity, and new knowledge about sustainability and circularity.
