By Jasmin Malik Chua / Source: Ecouterre

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Sony is calling it. Together with Auria, a London fashion label that conjures up swimwear from recycled fishing nets, the tech giant’s U.K. arm has debuted what it dubs the world’s first line of travel accessories derived from discarded headphone wires. The launch dovetails with the release of Sony’s H.ear, a series of Bluetooth-enabled headsets that don’t require a tethered connection. Made using 370 feet of now-“redundant” wires, per Sony’s own parlance, the Sony x Auria “Unplugged” collection features a passport cover, a sunglass case, a beach tote, a smartphone case, and beach-ready flip-flops in H.ear-complementing colors, such as lime yellow, bordeaux pink, cinnabar red, and viridian blue.

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AURAL PLEASURE

Sony said that the accessories are inspired by travel scenarios “synonymous with losing yourself in music—whether it be the daily commute or simply relaxing at the beach.”

“Your headphones are an extension of you —like your phone and keys, they go with you everywhere,” Alberto Ayala, director of video and sound product marketing at Sony Europe, said in a statement. “So H.ear on Wireless NC headphones have been designed to be a part of your life.”

For Auria director Diana Auria, whose designs have been spotted on celebrities such as Rihanna, Daisy Lowe, and Lily Cole, collaborating with Sony offered the brand a new way to flex its “waste-not” muscle.

“The opportunity to partner with Sony on such an innovative project was amazing. I am a long term champion of sustainable fashion, and the headphone wires have been a great material to upcycle and design with,” she said. “They have made really fun, colorful, and durable travel products.”

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