mcm-run-the-art-of-reinvention

THE ART OF REINVENTION

Materials are precious, especially when you work with the very best. Which is why we created RUN: our Recycle, Upcycle, Network project. Combining two of our favorite values - artistry and sustainability, MCM’s RUN team gathers offcuts and surplus materials and invents something entirely new.

RUN: OUR RECYCLE & UPCYCLE NETWORK

Harnessing a global network of up-and-coming design talents, RUN collaborates with artists and designers to produce one-of-a-kind collections that are rooted in sustainability. RUN has so far:

Repurposed over 21,000 meters of surplus materials into 35,500 new pieces
Generated 2,600 upcycled pieces

Discover some key highlights:

MCM x SELASSIE

Ghanaian-born multidisciplinary artist Selassie produced a riot of color and pattern for his collection, which in turn supported his chosen charity, Project Justine, a cultural center in Benin, West Africa.

MCM X AKA BOKU

Aka Boku dreams up an imaginative botanical wonderland inhabited by whimsical creatures. A nonchalant rabbit plays the role of the caretaker, cultivating plants and flowers in a thriving garden.

Armed with a can of spray paint, the creative animal fills the world with joy through the medium of street art.

UPCYCLING IN LONDON

Five British Artists, including sculptor Joe Sweeney, video artist Ted Le Swer, as well as Denzel Currie, Imogen Frost, and Jess Cochrane all used the concept of identity to reimagine MCM’s iconic Cognac Visetos Stark Backpack.

DESIGN SCHOOLS

Reaching out to the talent of the future, RUN hosts sustainability workshops for fashion schools, challenging students to design with our upcycled and recycled materials. MCM believes we can learn as much from students as they can from us, which is why the RUN team also offers collaborative networking internships to the winning talent from our design school collaborations.

MCM x HONGIK UNIVERSITY RE:TECH PROJECT

The Re:tech Project with Hongik University produced artworks that were showcased at MCM's Flagship store, the Seoul HAUS.

MCM x EWHA UNIVERSITY TECHNO JUNGLE

Ewha University’s Techno Jungle Project was an exercise in waste management.

MCM x KEIMYUNG UNIVERSITY SHOW

The Keimyung University’s Beasts Project was exhibited at MCM stores in Seoul and Tokyo, picked up by celebrities and displayed in the editorial pages of fashion magazines Nylon, Vogue Korea and Avenuel.

Which RUN project was your favorite? Stay tuned for more updates & highlights