Ahead of the 2021 arrival of the all-electric BMW iX, BMW New Zealand has announced its new and progressive long-term partnership with sustainable luxury brand Deadly Ponies.
To kick off the collaboration, the leather accessories label will release a limited-edition bespoke capsule collection to launch alongside BMW’s newest M performance models. The two brands plan to unite on special projects, fulfilling a desire from both parties to lead positive and sustainable change within their industries.
With ethical sourcing at the heart of Deadly Ponies, the brand aims to reduce its environmental impact by implementing transparent, considered and innovative practices. This includes opening their own atelier to maintain complete control over quality, environmental and social aspects; achieving 100 percent renewable energy, with zero waste to landfill by 2022.
Deadly Ponies chief executive, Steve Boyd, says BMW’s superior design and craftsmanship, paired with a meaningful commitment to sustainability make the collaboration a natural brand fit.
“Liam and I are excited about the new collection, and look forward to showcasing our bespoke leather goods alongside the new products from BMW this year and beyond,” he says.
“We see the brand alignment as going beyond the traditional PR approach and have looked to develop a partnership that challenges each other on sustainable practices and innovation.”
BMW has long promoted a focus on sustainability, adopting forward-thinking practices across multiple areas of its business. 99 percent of the 76,000 tonnes of waste generated by BMW’s production of vehicles is recycled. Additionally, by the end of 2021, BMW Group will offer five fully-electric production vehicles.
Managing director for BMW New Zealand, Karol Abrasowicz-Madej, says its exciting to work with an entrepreneurial brand that continues to push boundaries.
“Deadly Ponies has a mission to be the world’s most responsible handbag brand, and Dow Jones has recognised BMW as the most sustainable automotive brand. There is great synergy between the two businesses so we’re looking forward to collaborating on some exciting initiatives.”