Tinder continues to double down in its collaborations with fashion. Following recent collaborations with Willy Chavarria, Eckhaus Latta and Area, Tinder has partnered with Sami Miró to launch the ExCycle program.
Through the ExCycle program, which officially kicked off in New York City on Saturday, Miró and Tinder are encouraging singles to take a look at past relationships through fashion, exploring the emotional ties that items from an ex may still hold.
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“At Tinder, we’re all about redefining connection and exploring possibilities,” said Devin Colleran, head of brand at Tinder. “ExCycle is a bold, unexpected way to do just that. Since two-thirds of Americans are still holding onto something from an ex, we saw an opportunity to turn old baggage into fresh beginnings. Upcycling isn’t just about sustainability; it’s about transformation. Breakups can be tough, but they’re also an opportunity to rediscover yourself, make space for new connections and prove that the best stories start when you embrace what’s next.”
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To show consumers how to upcycle items into something new Tinder tapped Miró, who is renowned for her upcycled style.
Miró worked with a group of singles to share their stories on social media and personally lend an expert hand to their ex-cycling process. She told WWD that when she was working with these singles she first interviewed them to understand their personality and likes and dislikes. “It’s all about upcycling something from somebody’s past relationships and turning it into something new that reflects who they are or want to be entering this new chapter of dating.”
As she reflected on the unique design of the project, Miró said it was exciting to make something custom for “the cool kids of New York. It was really fun for me to just work with, real amazing, talented, creative people and give them that fun experience.”
Moreover, Miró shared her excitement for the project as it has grown calling it “genius” and something that “everybody can resonate with.”
“Essentially, upcycling just means taking something preexisting and turning it into something better,” Miró said. “That can be determined in a very simple cropping of a T-shirt or a hoodie, all the way to amalgamating of five different products. I do this literally every single day, whether I’m going to the office or out at night, I can’t help myself with reimagining anything in my wardrobe.”
Notably, the public was also invited to take part in ExCycle as a community at an open three-hour event at New York’s Tumbao. Visitors were asked to bring a garment to enter. During the event, participants took part in a clothing exchange, personalized styling sessions and customization stations, while rethinking past relationships.
“The feedback has been so positive,” Miró said. “Everybody has something in their possession that either belonged to their ex or that they wore on their first date with an ex — something that really has such a strong emotional connection to a previous partner that is sitting there and the emotional gas from the item is just like bubbling up around in your closet. Everybody has something that they would want to ExCycle.”