By Denna Bowman
Michelin have launched a racy range of women’s clothes made entirely from recycled car tyres.
The French tyres firm is rolling into the fashion world with catwalk-inspired garments made out of old rubber which has been transformed into fabric.
The roads-to-wardrobes collection includes asymmetric dresses, peg trousers, bottom-hugging shorts and knee-high stiletto boots – which were all made with the ‘environment’ in mind.
Stefan Lindemann, of Grazia Magazine, said: ‘Michelin is pushing the boundaries of design with this fashion forward range.
‘More brands should think about how we can turn obsolete products into objects of beauty.’
The collection started out as a bit of fun for the Michelin team. In 2007 the staff in France started re-moulding spare tyre material to make it more pliable and breathable.
But as the process continued they realised they were on to something and consulted leading fashion advisors to come up with a range of wearable clothing.
Peter Snelling, head of communications at Michelin UK, said: ‘This is a step in a different direction for the Michelin brand and one we hope will capture the imagination of fashion-conscious females throughout the UK.
‘We hope to see our tyres making tracks on the high street very soon.’