Source: Images and content by Zenith. See the original article here - https://pressroom.zenith-watches.com/2022/01/24/upcycling-never-looked-this-good-zenith-partners-with-nona-source-to-transform-excess-couture-fabrics-into-watch-straps/
As a leader in building the future of Swiss watchmaking, Zenith firmly believes that progress and innovation must be synonymous with sustainability and responsibility. In its wide-encompassing efforts to reduce its environmental impact by optimizing its processes and products, Zenith has partnered with LVMH start-up Nona Source to transform excess fabrics from LVMH Fashion & Leather Goods Maisons into watch straps, beginning with the DEFY Midnight collection.
Nona Source, a start-up incubated by LVMH’s DARE (Disrupt, Act & Risk to be an Entrepreneur) program, is the first online resale platform that re-values deadstock fabrics from the most exclusive luxury fashion Maisons, then gives them a second life by allowing creators to easily shop these materials and reuse existing resources. This sustainable approach is in perfect resonance with Zenith’s ever-growing initiatives and desire to develop ecologically conscious products and services without compromising on quality and desirability.
“Working with Nona Source is exactly the kind of responsible, ecological yet also luxurious kind of innovation that we seek at the Zenith Manufacture. This initiative not only helps in upcycling luxurious materials in a new context, but also gives the DEFY Midnight collection a high-fashion edge. My team and I are excited to see these straps being worn and look forward to exploring new possibilities with Nona Source” shared Zenith CEO Julien Tornare on this new collaboration.
