BMW has partnered with renowned leather accessories brand, Deadly Ponies in a new and progressive long-term relationship.
The partnership marks the first official automotive collaboration for Deadly Ponies and will see the two brands unite on special projects, fulfilling a desire from each brand to lead positive, sustainable change in their respective industries.
With boutique manufacturing and ethical sourcing at Deadly Ponies’ core, they aim to reduce their 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% renewable energy, with zero waste to landfill by 2022.
BMW has long promoted a strong focus on sustainability and adopts forward-thinking practices across multiple areas of its business. Of the 760,000 tonnes of waste generated by the company’s production of 2.5 million vehicles a year, 99 percent is recycled. By the end of 2021, BMW Group will offer five fully-electric production vehicles: the MINI Electric, BMW i3, BMW iX3, BMW iNEXT and BMW i4. The company will have 25 electrified BMW and MINI models on the road by 2023, with more than half of them fully electric.
Deadly Ponies’ first offering under the alliance will be in the form of a limited-edition bespoke collection to celebrate the launch of the sixth-generation BMW M3 and M4 high performance vehicles in mid-March.
Karol Abrasowicz-Madej, Managing Director for BMW New Zealand, said: “It excites us to work with an entrepreneurial brand that continues to push creative boundaries and deliver beautiful, ethically-produced leather goods to customers.
“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.”
Steve Boyd, Deadly Ponies Chief Executive added: “The BMW spirit embodies the notion of modern luxury. Their superior design and craftsmanship, teamed up with a meaningful commitment to sustainability, makes this 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.”
“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.”