Off-the-wall fashion

Every month or so, Sony marketing in Japan hangs huge posters off the side of the Sony Building advertising the latest products and promotions, etc. But what happens to these banners after use? The posters are usually recycled, but Sony decided to turn them into jeans, with their Sony Recycle Project: Jeans. The overall message is that everything can be recycled, and that the company is committed to raising awareness for natural resources.

 

 

 

Each of the 120 unique, handmade pairs sells directly from the wall. People can view the jeans through supplied binoculars and once a pair is selected, someone rappels down the side of the building to collect them. The project not only cleverly experiments with recycling, but all of the sales money goes to World Heritage sites.

Ref. http://www.sonyinsider.com/2009/09/22/sony-japan-recycle-project-ads-become-jeans/

http://www.coolhunting.com/archives/2010/01/sony_recycle_pr.php

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