Social enterprise Morethan has risen to prominence for manufacturing high-end eco-friendly products using scrap leather from supercar brands.

Through its fashion brand CONTINEW, Morethan has been making and selling upcycled fashion items such as natural leather sheets, safety belts, airbag textiles, and others from materials discarded during the manufacturing and disposal of automobiles. It has been sequentially launching upcycled products made from supercars’ materials since the first half of this year, marking another significant step in its history as a sustainable fashion brand.

Recently, the Ferrari Backpack, which is set to be introduced as a new product of CONTINEW, has sparked impressive response. Despite a comparably high price of KRW 2.2 million, which is similar to a designer bag, the Ferrari Backpack products were sold out early through advance reservations. This follows the company’s early sold-out record for the Bentley Backpack, which was introduced in April this year.

▲ From left: Ferrari Backpack, Jaguar Backpack, and Bentley Backpack – all are Morethan’s CONTINEW premium eco-friendly products made from upcycled leather seats of luxury car brands

In other words, as soon as a new luxury eco-friendly product line of CONTINEW is launched, it is sold-out. So far, the supercar brands from which Morethan has received materials are Bently, Jaguar, and Ferrari. With the unique patent design, quality, and stories incorporated in products, the early sold outs despite of the comparably high price range shows consumers’ strong demand for such products. It proves that upcycled products can have high quality and can be premium ones, while still contributing to the sustainability of the fashion industry.

▲ A video introducing how the Ferrari Backpack is made by Morethan. Source: CONTINEW’s official Youtube channel

To introduce this premium line, since 2019, CONTINEW has spent about two years developing materials from well-known global automobile brands such as Ferrari, Jaguar, and Bentley, as well as doing exhaustive research to be successful in obtaining a design patent. Furthermore, it built a total eco-friendly product that used rainwater to wash materials and renewable energy to manufacture products, resulting in a zero water and carbon footprint.

Additionally, all of the backpacks are 100% handmade by a craftsman who has 43 years of experience, and each takes 50 days to complete, adding the value to these products.

▲ The leather from Ferrari car seats were reborn as a premium backpack under the hands of a bag artisan with 43 years of experience. (Source: CONTINEW’s official Youtube channel)

Premium eco-friendly products are almost as expensive as famous global luxury brands, which is a rare occurrence in the upcycling fashion sector. “It is quite pricey but I really want to get the bag whenever it is supplied again for the sake of eco-friendly consumption,” a customer commented. After being sold out in a short time, some products were even restocked due to multiple requests from customers.

A representatives of Morethan said, “Our products receive compliments for excellent quality and design, along with meaningful story behind them, so purchase inquiries come every day. However, our products are for sharing and practicing our mutual care for the environment and the Earth, so we do not plan to mass produce them from a factory.”

CONTINEW intends to expand its luxury product lines, which include anything from bags to wallets, shoes, and more. It will also expand its cooperative partnership with a number of automotive manufacturers, including Rolls-Royce, Ford, Benz, and others, in order to launch new premium eco-friendly products.