Back in 2005, Deadly Ponies‘ first designs were created from tannery off-cuts by Creative Director Liam Bowden and now in 2020, the brand have just launched their first-ever recycle programme. It’s the next step in Deadly Ponies’ goal to achieve zero-waste and true product circularity in keeping with their ethical and sustainable brand ethos.

“The first step is for customers to recycle their pre-loved bags as part of our amnesty programme and be rewarded with a $50 voucher. We then deconstruct it, before rebuilding the pieces into a new creation that can be loved again and again. We’re not taking it back to send to landfill, we’re repurposing that product and reinventing it into something completely new,” says Deadly Ponies CEO, Steve Boyd.

“The concept of repurposing and recycling our product is something that has been part of the Deadly Ponies story from the beginning, and this is an ambitious next step. Following the amnesty launch, customers will only need to wait a few months to see what we have created”.

The bag amnesty has started at Deadly Ponies’ stores and online with the official recycle collection arriving from late August 2020. Turning pre-loved handbags and silk scarves into new pieces is no easy feat but Deadly Ponies have created four limited edition pieces; a silk eye-mask, leather sunglasses case, leather coaster set and custom-designed brass hand crafted in collaboration with local artist, Hannah Valentine. Aside from their focus on recycling, Deadly Ponies also wanted to contribute to an important cause and have pledged to donate 10% of profits to their 2020 partner, Dress For Success NZ, who empower women to experience financial freedom in New Zealand and re-enter the workforce.