Reju brings tons of textile waste to New York with augmented reality

Madrid (EFEverde).- Starting September 22, Reju will project life-size mountains of textile waste onto two of New York's most iconic landmarks: the Empire State Building and the Flatiron Building. During the upcoming Climate Week, the 92 million tons of textile waste generated each year will be highlighted.

According to Textile Exchange, most of this waste ends up in landfills or incinerated. This is a global problem, since in Spain, for example, only 11% of the nearly 900 million kilos of textile waste generated each year is recycled, according to the Spanish Federation for Recovery and Recycling.

Tons of trash, which some might call distant, are reaching the Empire State Building and Flatiron Building in New York, where QR codes will be available to enter virtual reality. Another way to join the experience is through Reju's social media channels or visit their website .

The technology of textile regeneration companies is designed to end this cycle, allowing end-of-life textiles to be recycled and transformed into new, high-quality materials. Therefore, the immersive experience "is a wake-up call, but also a sign of hope," said Patrik Frisk, CEO of Reju, in a statement.

“Now we have many opportunities,” Zaida, a job placement worker at Moda re-

Textile waste at Climate Week

Next week, high-traffic areas near the main Climate Week venues (Sept. 21-28) will have signs with QR codes. Scanning them will take New Yorkers to an interactive site where they can point their phone's camera at the two iconic buildings to activate the augmented reality filter.

At that moment, the view will become the textile waste generated worldwide every day, on a scale the size of the building in front of them. This way, anyone can visualize the impact of the textile industry, while also highlighting the importance of innovation in sustainable materials.

“Reju’s augmented reality experience brings the invisible issue of textile waste to the forefront, right in the heart of New York City during a week when climate is in the spotlight,” Frisk says.

Diffusion through social networks

The campaign also features influencers who will demonstrate the filter in action, encouraging their followers to visit the monuments, try it, and post their own content. "The goal of this is to broaden the conversation and increase participation in this environmental fight," Reju explained in a statement.

Users are invited to share their videos with the hashtag #RejuClimateWeek, learn more about textile regeneration, and join the movement toward a circular economy in the textile sector. EFEverde

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