Hankook’s Collaborative Effort To Help Lessen Tyre Waste Generation

In an effort to make the world sustainable, Hankook Tire has collaborated with shoe brand YASE to launch eco-friendly shoes made of recycled tyres.Together, they have got on board the ‘Zero – Leave Nothing Behind’ project which aims to upcycle ELTs to make sustainable shoe products. 

Hankook Tire has always been at the forefront of sustainable practices with having set goals such as achieving 100 percent of sustainable raw material use by 2050 and reducing greenhouse gas emissions by 50 percent compared to that of 2018. These initiatives also extend to R&D where the tyre maker has minimised the rolling resistance of its tyres to improve the fuel efficiency of vehicles and ultimately reduce greenhouse gas emissions. The company also established an ESG committee to further strengthen its sustainability management efforts. 

Jimmy Kwon, Vice President of Hankook Tire’s Brand Lab, talks to Rajni Jose from Tyre Trends about this collaborative effort.

Q) What are the purpose and goals associated with this collaboration?

Jimmy Kwon: Hankook Tire and YASE embarked on the ‘Zero – Leave Nothing Behind’ project with a commitment to sustainable materials and environmental protection. As sustainability is a core value and key agenda for us, we have taken the topic of tyre recycling as one of the top agendas each year. We are glad to make good use of recycled tyres by turning them into hard-wearing and robust shoes in collaboration with YASE. We also believe this collaboration will offer the MZ generation, who have not had an opportunity to use tyres yet, a chance to experience Hankook Tire since a pair of shoes is a necessity that people use on a daily basis.

Q) What role does Hankook play in this collaboration? What are the processes involved in the upcycling of used tyres into shoes? 

Jimmy Kwon: Hankook Tire will collect discarded tyres and extract rubber from them to pulverise rubber into a powder so that it can be processed into the outsole. Regarding the processes, upcycling itself benefits the environment as it minimises the volume of discarded materials and waste dumped into the landfills. It also reduces the need for production using new or raw materials, which leads to a reduction in air pollution, water pollution and greenhouse gas emissions.

Q) Is the company looking to produce products other than shoes?

Jimmy Kwon: Currently, Hankook Tire is focusing mainly on footwear in terms of collaboration items as both tyres and shoes share common traits of playing a crucial role in mobility and touching the ground on a daily basis. They also protect people from possible dangers on the road with durability and stability.

Q) What are the other materials used to make these shoes?

Jimmy Kwon: The upper part of the shoes is made of synthetic vegan leather, whereas the insole is made of OrthoLite and natural latex. 

Q) By upcycling used tyres, how much carbon emissions do we save?

Jimmy Kwon: For this collaboration, we have recycled 50 used tyres to manufacture 2,000 pairs of shoes in total. According to the Korea National Institute of Forest Science, 2.8 tonnes of carbon dioxide emissions is reduced by recycling 50 used tyres which weigh approximately 1.5 tonnes. This is equivalent to planting 425 pine trees. Likewise, around 1.9 kg of carbon dioxide emissions is reduced per kg of tyres recycled. This is not a small amount as a 20-year-old tree consumes 6.7 kg of carbon dioxide emission.

Q)  Does the company have a take-back policy? If not, how can the shoes be disposed of sustainably after use?

Jimmy Kwon: We do not have a related policy so far, but our decision to embark on the project of launching upcycling footwear displays our deep sense of care and commitment towards sustainability and environmental protection. It is thrilling that we are giving consumers an option to choose eco-friendly footwear. Shoes made of our old tyres will not only make a positive social impact but will also be hard-wearing and robust as our tyres are developed with high-quality materials and cutting-edge technologies.

Q) Currently, other brands offering shoes made from upcycled used tyres have priced their products higher than regular shoes. How does the company plan to price the products so that customers prefer this sustainable alternative over regular shoes?

Jimmy Kwon: The collaboration items are not specifically priced high compared to regular shoes sold by YASE. For example, a pair of Hankook Tire x YASE Chelsea boots are priced at KRW 102,000 (USD 86) while a pair of existing 506 5CM Chelsea boots are KRW 98,000 (USD 83). It is 4 percent more expensive, but the prices are different only because their designs are different. Hankook Tire is trying to provide customers with excellent quality products at a reasonable price whether they be tyres or shoes.

Q) What are the marketing strategies adopted to attract customers?

Jimmy Kwon: Not only the shoes themselves but the packaging is designed with sustainability initiative as well. Shoeboxes, tags and pamphlets are made of 100 percent sugarcane material. Hankook Tire expects this will resonate with customers who are early adopters and are conscious about the environment. In addition, we have chosen an online fashion retailer that is popular among the MZ generation as a sales channel in Korea since we have found that this generation is especially environment-conscious and keen to making green purchase decisions.

Q) Where will these be produced?

Jimmy Kwon: These eco-friendly shoes are produced in Korea where the YASE factory is located. 

Q) Is the company looking into exports? 

Jimmy Kwon: Although we are not considering shipping overseas or exports at the moment, we would like to proceed in the future when there is an opportunity.

Q)  What are the further expansion plans of the range?

Jimmy Kwon: Currently, we have unveiled five products through collaboration: four dress shoes and one comfort insole. We plan to continue collaboration with YASE to add special edition running shoes in October. 

Q)  What future do you see for upcycled used tyre products in the fashion industry?

Jimmy Kwon: Consumers are getting more and more conscious of the damaging effects of wastes, which explains why upcycling is becoming increasingly popular in the fashion industry. A tyre is a good resource for upcycling since tyres, especially the ones developed with Hankook’s high-quality materials and cutting-edge technologies, are durable and robust. We believe it’s a kind of collaboration that leads to mutually inspired progressive innovation for both industries and that there can be many opportunities forward. It’s a great way to widen customers’ eco-friendly options and to give old tyres a second life.(TT)

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TyreSafe has entered a new partnership with Staffordshire Police, reinforcing a joint commitment to improve road safety and reduce fatalities and serious injuries across the county. The collaboration aims to highlight the critical role tyres play in protecting road users by encouraging simple, regular checks of pressure, tread depth and overall condition.

The value of this preventative approach was recently demonstrated during a multi-agency enforcement operation at the DVSA Vehicle Inspection Site in Doxey. Held on 25 August, Operation Doxey involved Staffordshire Police, West Mercia Police, DVSA, Datatag, the Forensic Collision Investigation Unit and TyreSafe. Inspectors directed 30 vehicles into the site, covering leisure vehicles, towing vehicles, light commercial vehicles and goods vehicles.

Seven tyre and wheel-related defects, mechanical risks and pressure discrepancies were identified. These included a tyre cut through to the cord, which received an immediate prohibition notice, a tyre running roughly 30 percent below recommended pressure, an overweight light commercial vehicle with a nail embedded in a tyre and all four tyres underinflated, a significant rear axle pressure imbalance, a missing wheel nut and an 11-year-old tyre. Leisure vehicle owners generally showed good tread awareness, though pressure maintenance remained an issue, while commercial vehicles presented several preventable defects.

Staffordshire has one of UK’s statistically safest road networks, yet serious collisions remain a concern, particularly on single carriageways. Rural bends, changing speed limits and limited visibility add risk, while motorcyclists and vulnerable road users are disproportionately affected. Common factors include failing to look properly, misjudging speed or path and driving too fast or carelessly. TyreSafe now works with over 260 organisations, and this partnership encourages Staffordshire motorists to make tyre checks routine.

Stuart Lovatt, Chairman, TyreSafe, said, “We are delighted to welcome Staffordshire Police as a TyreSafe partner. While Staffordshire has a strong road safety record, every serious collision has potentially devastating consequences for those involved, their families and their communities. The recent Operation Doxey enforcement activity demonstrates exactly why preventative vehicle maintenance matters. Across just 30 vehicles, inspectors identified a number of serious tyre and wheel defects, including a tyre cut to the cord, significantly incorrect tyre pressures, an embedded nail, a missing wheel nut and a tyre that was 11 years old.

“These findings are a powerful reminder that problems are not always obvious from behind the wheel. Simple checks before a journey can help identify issues before they become a danger on the road. Different roads present different challenges, particularly rural and single carriageway roads where the consequences of losing control or being unable to stop safely can be especially severe. Road safety requires a collective effort, and partnerships such as this are incredibly important. By combining the reach and expertise of Staffordshire Police with TyreSafe’s specialist knowledge and campaigns, we can help more road users understand the simple but crucial role their tyres play in keeping themselves and others safe.”

Police Sergeant Adam Van de Sande, Staffordshire Road Crime – Proactive & Harm Reduction Team, said, “Keeping people safe on Staffordshire’s roads requires everyone to play their part. We are committed to working with partners to reduce the number of people killed and seriously injured on our road network. Operation Doxey demonstrated the value of partnership working, with officers, vehicle examiners and road safety specialists able to identify a range of defects and safety issues before those vehicles continued their journeys.

“Vehicle safety is an important part of that responsibility, and tyres are fundamental to a vehicle’s ability to stop, steer and maintain grip. We are pleased to be working with TyreSafe to raise awareness and encourage motorists to make regular tyre checks part of their routine vehicle maintenance. Our message to road users is simple: don’t wait for something to go wrong. Take a few minutes to check your vehicle and make sure it is ready for the road.”

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The AZuR Network has been honoured with the German Award for Sustainability Projects 2026 in the C2C/Recycling category for its ‘Retreading: Climate Protection on Wheels’ project. The recognition highlights the network's efforts to expand tyre retreading across Germany and Europe, thereby extending the useful life of tyres. Retreading works by reusing a suitable used tyre casing and applying a fresh tread, keeping a substantial share of the original tyre in circulation.

A life cycle assessment commissioned by AZuR and carried out by the Fraunhofer Institute UMSICHT compared retreaded tyres with equivalent new ones. Under the conditions examined, producing a retreaded truck tyre generated roughly 135 kilogrammes less greenhouse gas emissions, a reduction exceeding 60 percent. The process also reuses considerable portions of the existing tyre casing, reinforcing its environmental advantages.

The jury underscored the project's scalability and its relevance to the industry. Official documentation further noted the political integration of the topic as a key strength, with the EU taxonomy confirmation in 2025 representing a tangible milestone. The award places AZuR among well-known companies and innovative projects, including a climate protection cooker initiative in Cameroon, a capsule-free coffee system and a mental health awareness campaign.

Knauf secured first place in the same category with its circular gypsum supply chain, while Schmitz Cargobull led the Mobility and Logistics Solutions category. Other first-place winners included DEKRA, Hansgrohe, Pfleiderer Germany and SBRS. Presented by DISQ with ntv and DUP UNTERNEHMER under Brigitte Zypries' patronage, the 2026 edition saw 433 nominations, with 46 organisations recognised across 19 categories on 17 September in Berlin.

Christina Guth, Network Coordinator, AZuR, said, “This award belongs to our entire network. Retreading only works when many stakeholders collaborate along the value chain – from certified end-of-life tyre recyclers, tyre manufacturers and retreaders to retailers and fleet operators, all the way to academia. The award highlights the potential of using high-quality tyres for longer and keeping their casings in circulation.”

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Birla Carbon will present its carbon black solutions at the Global Polymer Summit 2026, scheduled for 28–30 September at the Kentucky International Convention Center in Louisville. The company will exhibit at Booth 417, targeting tyre and mechanical rubber goods (MRG) manufacturers seeking higher performance and reduced environmental impact.

The company’s portfolio spans tyre and MRG applications, addressing durability, strength, abrasion resistance and product life across tyres, belts, hoses, sealing systems and anti-vibration products. Birla Carbon will also feature Continua Sustainable Carbonaceous Material (SCM), a circular carbon range with consistent quality and global availability and Continua Sustainable Carbon Black (SCB), produced from recycled or bio-based feedstocks.

Supported by extensive manufacturing, technical expertise and customer-focused teams across the Americas, Birla Carbon provides reliable volumes, responsive service and tailored solutions. Attendees can meet company experts at Booth 417 to explore its product portfolio, technical capabilities and sustainable offerings.

John Davidson, President – Americas & EMEA, Birla Carbon, said, “The tyre and mechanical rubber goods industries are at an important phase, where performance, supply resilience and sustainability must advance together. The next phase of growth will depend on stronger collaboration across the value chain and the ability to translate innovation into scalable, commercially viable solutions. At Birla Carbon, we are combining our manufacturing network, portfolio strength, technical expertise and regional capabilities to help customers navigate this transition and build more resilient and sustainable businesses.”

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Michelin has unveiled the X Multi Energy D2 tyre, developed to address the specific challenges of regional haul operations. Fleets in this segment face demanding roads, frequent stop-and-start cycles and escalating fuel expenses that affect both performance and profitability. By blending durability, fuel savings and Michelin’s established performance standards, the new tyre aims to boost fleet productivity while reducing overall operating costs.

The tyre features a revised tread pattern and a new tread compound to better resist tread damage caused by high-torque vehicles and stop-and-go regional driving. It is constructed on Michelin’s Duracore casing, which integrates Infinicoil and Powercoil technologies and benefits from a reinforced bead design known as Duracoil Technology. This casing is engineered to last up to one million miles and support as many as four retreads.

In the effort to curb fuel expenses, the X Multi Energy D2 improves rolling resistance by 9 percent over its predecessor, the Michelin X Multi Energy D tyre, and by 18 percent compared with leading competitors. It also enhances late-life traction, offering 10 percent better wet handling and 16 percent better snow starting traction when worn, giving drivers and operations managers greater confidence on varying roads.

For original equipment manufacturers, the tyre meets Greenhouse Gas standards and supports applicable vehicle carbon-reduction requirements. Designed for regional applications where traction, durability and fuel efficiency matter, it is available in 295/75R22.5 LRG and 11R22.5 LRG and LRH sizes, replacing the X Multi Energy D tyre in those sizes.

Yahn Heurlin, VP of B2B Marketing, Michelin North America, Inc., said, “Michelin is driven by a deep commitment to understanding the needs and challenges customers face every day. This customer-first mindset inspires the development of purpose-built solutions designed to address real-world pain points and help fleets operate more efficiently.”

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