Embarking on a goal to achieve true product-circularity, Deadly Ponies launched their first-ever recycle programme today, encouraging their community to recycle their pre-loved Deadly Ponies bags in return for a $50 voucher.
CEO Steve Boyd explains “we’re not taking it back to send to landfill, we’re repurposing that product and reinventing it into something completely new”.
While repurposing materials has been intertwined throughout the brand’s collections over the last 15 years, including their recent Puzzle collection, Deadly Ponies are now ready to do this on a larger scale in their new custom-built atelier.
The quality of the Deadly Ponies materials, which are also ethically sourced, means that the components can be reconstructed to form beautiful recycled products. For example, Deadly Ponies’ solid-brass hardware can be melted down again and again without compromising its composition – one of the few metals that can do so.
Any used products that are not recyclable will be donated to Dress for Success NZ, along with 10% of sales from the upcoming collection. We love that!
The official recycle collection will drop in Deadly Ponies stores late August — with four completely new designs joining the brand’s current offering.
Watch this space.