Celebrating Hong Kong culture and heritage has always been at the heart of what we do. That's why we were delighted when Cathay Pacific approached us to develop an upcycling initiative as part of its 75th Anniversary celebrations, transforming hundreds of retired cabin crew and cockpit uniforms into something meaningful and memorable.
“We felt confident with G.O.D.’s expertise, their knowledge, and that they could bring their point of view in terms of stylish design,” says Jessica Lee, Brand Manager at Cathay.
Coinciding with our own 25th anniversary, the collaboration was a natural fit. Drawing inspiration from Cathay's iconic identity, we reimagined retired uniforms into a distinctive collection of lifestyle accessories, including teddy bears, pouches, cushions, and bags. Each piece carries a story, giving new life to materials while preserving a piece of Hong Kong aviation history.
“I think these items will be very popular with a lot of people in Hong Kong – anyone who’s a lover of the brand, who’s seen this iconic red on cabin crew,” says Jessica.
The collection was an immediate success and marked the beginning of a lasting partnership. Four years later, we continue to work with Cathay on new upcycling collections, with new releases launched in 2025.
To learn more about Cathay Pacific’s upcycling project and merchandise, please click here.