This photo provided by South Korean sportswear manufacturer PRO-SPECS shows its shoes in collaboration with Hankook Tire & Technology Co.
SEOUL, Feb. 15 (Korea Bizwire) — Collaboration between automakers and fashion companies is actively underway in recent days, with the range and pattern of such collaboration becoming more diverse.
Kia Corp., South Korea’s second-largest automaker, joined hands with outdoor brand Eider last month to release a limited edition of the shoe ‘Quantum Niro.’
This shoe is designed to reduce energy consumption by using the design of the all-new Niro SUV model, which boasts excellent fuel efficiency.
South Korean tiremaker Hankook Tire & Technology Co. developed the ‘Blade HK’ and the ‘Air Sky HK’ in collaboration with sportswear manufacturer PRO-SPECS. These shoes feature tire treads with excellent gripping power for their soles.
One of the primary reasons why automakers are expanding collaboration with other industries is to show their strong desire to pursue eco-friendly ventures.
Back in October last year, Hyundai Motor Co. carried out the ‘Restyle 2021’ project together with luxury boutique chains like Boon the Shop and Leclaireur.
The project aimed at upcycling automobile materials, with a focus on making clothes by using airbags and safety belts.
Another factor behind the automakers’ latest move is to enhance brand intimacy. Unlike auto and tire manufacturers, which have a limited range of uses, fashion items, including apparel, are daily necessities with a wider range of customers.
J. S. Shin (js_shin@koreabizwire.com)
