Luxury accessory label Deadly Ponies have taken the first step towards zero-waste with their first-ever recycling programme.
Making the shift towards product-circularity, the brand is now letting customers recycle pre-loved bags in exchange for a $50 voucher.
“We then deconstruct it, before rebuilding the pieces into a new creation that can be loved again and again. We’re not taking it back to send to landfill, we’re repurposing that product and reinventing it into something completely new,” says CEO, Steve Boyd.
Deadly Ponies say they are happy to be able to repurpose materials at a larger scale, something which they have worked towards over the last 15 years. The opening of their new atelier early this year has enabled them to bring the initiative to life.
“The concept of repurposing and recycling our product is something that has been part of the Deadly Ponies story from the beginning, and this is an ambitious next step. Following the amnesty launch next week, customers will only need to wait a few months to see what we have created”.
The amnesty programme launched at Deadly Ponies’ stores and online on 11 June. Usable but not recyclable products will be donated to their charity partner, Dress for Success NZ, along with 10% sales from the collection.
Keep an eye out for the recycling collection’s release in late August 2020, featuring four brand new designs.
