Stellantis launches new partnership with Roda in a circular economy initiative in fashion

-Wastes from the automotive sector of the Automotive Pole in Goiana (PE) will be the basis for Roda’s new products; parts were created in co-participation with invited designers

(Re)thinking consumption is (re)thinking attitudes. From this principle and with sustainability-related actions, Stellantis joined in partnership with a sustainable circular economy initiative in fashion to launch Roda, a project that will use wastes from the automotive sector of the Automotive Pole in Goiana (PE), for the creation of unique and original new products. Backpacks, bags, sandals, among many other items will be produced with leather, rubber, safety belts and even airbags as raw materials. The parts are available for marketing throughout the country through e-commerce: https://www.roda.eco.br/

Moreover, the business model also provides generation of income for the seamstresses of the community of Igarassu, a neighboring city of the Pole. All this, through fair remuneration, in which 50% of the value of the product sold is destined to the production team.

 “Stelantis innovates in the sense that it is always one step ahead, even in sustainability-related initiatives. The 'Roda' project is part of a new perspective, of our concern with sustainable actions, and brings a very important and necessary concept about how the circular economy can be a much more sustainable production model than the current way. We are adding value to the process by re-signifying and transforming wastes from the automotive pole in Goiana into raw materials for the creation of new products. We are very proud of being partners in this initiative, which brings a primordial reflection on conscious consumption,” Fabrício Biondo, Corporate Communications Director of Stellantis for South America, highlights.

The Social Projects coordinator of Stellantis, Fernando Elias, reinforces the importance of programs like this, inside and outside the plant. “We must think about sustainability in all our actions. When we develop projects in the industry, we really want to positively impact our community, whether with our vehicles that are reinforced by the company's values ​​and actions in terms of sustainability or with actions linked to projects of sustainable nature and of circularity, just like this project in partnership with Roda, which use our raw materials and will reach people's homes in a different way, completely re-signified”, he emphasizes. 

With the Wheel, the company's ideals also come through new products. “We are talking about production intelligence, circular process design, of products created to regenerate and prevent environmental damages. Less wastes also mean less carbon emission and using as source of raw materials what used to be waste essentially reduces our need to explore new natural resources”, Mariana Amazonas, Ecodesigner and co-founder of Roda, remarks.

Guest designers: Co-creation and workshop

The partnership between Roda and Stellantis started with a collaborative workshop between the seamstresses and five designers: Jailson Marcos, who is a shoemaker, Bete Paes, skilled in natural dyeing and manual prints, fashion designers Rodrigo Evangelista and Mirella Bresani, and Bôsco Santana, master craftsman in handbags, who has been doing social work for several years, training people of high vulnerability in the craft of modeling and sewing. In fact, he is internationally recognized for the exquisite work he does, and he has even been invited by Chanel, a haute couture brand, to take part in a training in Italy.

To start the work, a workshop was held with the aim of providing a creation process, partnership and integration between ideas. In addition to fostering skills and people, identifying the potential of automotive raw materials for the development of new objects from experimentations, which involves everything from dyeing to product design and its production. At the end of the process, more than 50 possibilities for innovative parts were created. "In a collective and collaborative building process, two plus two generally will never be equal to four, because the intertwined skills are leveraged and give rise to processes and products that are true hubs of interconnected knowledge that, when superimposed, they flourish exuberantly," Mariana Amazonas, Ecodesigner and co-founder of Roda, says.

Roda’s Creation

Roda is a company created a year ago, with a focus on social impact. Before the partnership with Stellantis, it already produced clothes in the same circular economy system with the objective of generating social and environmental impact. The company was created with the purpose of creating a sustainable way for fashion, today one of the biggest environmental impact generating industries.

“The circular economy is exactly the answer we found. Better than buying an organic cotton garment, is using a fabric that would already turn into garbage and transform it with upcycling techniques, creating a positive recycling process and not demanding the extraction of more natural resources. We created a chain of circularity with that raw material”, Mariana Amazonas, Ecodesigner and co-founder of Roda, says.

Social and environmental responsibility

The partnership with Roda is part of Stellantis' vision of making the business even more sustainable in all its facets, whether during the production of vehicles or in the concern with surplus materials. Jeep has already carried out other important actions related to sustainability, social responsibility and attitudes of preservation of the environment. Among the programs carried out, the brand develops the Biodiversity project, in which it promotes the recovery of the Atlantic Forest, a native biome in the region of Goiana (PE). So far, 115 thousand seedlings have already been planted and the expectation is to reach 208,000 seedlings by 2024, covering 304 hectares of green area.

Since the beginning of its operation, in 2015, the Automotive Pole has been a Landfill Zero and is now taking this step further along the path of sustainable development. Now, it was also born with other important actions of sustainability, social responsibility and environmental preservation. A highlight in the industry is the high rate of water recirculation. The Pole has an Effluent Treatment Station responsible for ensuring the reuse of more than 99% of the water used in production. Furthermore, among the programs carried out, it develops the Biodiversity Program, in which it promotes the recovery of the Atlantic Forest, a native biome of the region where it is located. So far, more than 115 thousand seedlings have already been planted and the expectation is to reach 208,000 seedlings by 2024, covering 304 hectares of green area.

 This year, the Pole became the first Carbon Neutral multi-plant industrial complex in Latin America.  

About Stellantis

 Stellantis is one of the leading automobile manufacturers and mobility providers guided by a clear vision: to provide freedom of movement with distinct, cost-effective and reliable mobility solutions. In addition to the Group's rich heritage and broad geographic presence, its strongest points lie in its sustainable performance, depth of experience and wide variety of talents of employees across the world. Stellantis will make use of its broad and iconic portfolio of brands, which was founded by visionaries who infused the brands with passion and a competitive spirit that touches employees and customers. Stellantis aspires to become the best, not the greatest, as it creates more value for all stockholders and the communities in which it operates.