[Maison&Objet] NOIDA: Pursuing Sustainable Impact with "DIDING" Upcycled Firefighter Gear

The Korea Institute of Design Promotion (KIDP) participates annually in Maison&Objet Paris, the international fair showcasing "decoration, design, and lifestyle" consumer goods. KIDP's Design Korea Exhibition Hall at the event has served as a steppingstone for small and medium-sized businesses with design excellence to reach broader exposure and market opportunities.
This year, KIDP is participating from September 5 to September 9, joined by Korean design businesses showcasing furniture, stationery, tableware, and more. In collaboration with IT Donga, we are introducing 23 design-driven small and medium enterprises participating in Maison&Objet Design Korea.

                               JO Youngdae, CEO of NOIDA / Source: NOIDA

NOIDA is a design-focused company that excels in various areas, including BX, UX/UI through service design, as well as graphics, product design, packaging, and video production. The company is dedicated to solving problems with innovative design methodologies and developing advanced strategies that keep pace with rapidly changing trends. Recognized by the Korea Institute of Design Promotion, NOIDA has been named an Excellent Design Company (2022-2024) and an Innovation Design Company (2023). Their expertise is further validated by prestigious awards, including the Good Design Korea and the Red Dot Design Award.

JO Youngdae, CEO of NOIDA, believes that developing upcycled products can significantly contribute to increasing the recycling rate of waste materials, achieving carbon neutrality, and addressing social issues. During his exploration of various materials, he was particularly struck by the issue of used firefighter gear. This gear, which has a typical lifespan of three years, is generally either incinerated or buried after it is deemed worn out. However, the special fiber known as aramid used in this gear does not decompose when buried, causing environmental harm. NOIDA realized that by washing and recycling this aramid fabric, they could produce highly durable products. Even beyond its intended lifespan, aramid fabric remains stronger than conventional textiles, retaining most of its heat resistance and water repellency, making it an excellent material for creating high-durability products.

DIDING products by NOIDA, made from upcycled firefighter gear / Source: NOIDA

While focusing on preserving the advantages of firefighter gear, NOIDA sought ways to additionally address social issues and turned their attention to delivery workers. These workers, who tirelessly drive on roads to ensure fast delivery, face numerous dangerous situations, especially during nighttime deliveries when visibility is limited. NOIDA therefore decided to use the reflective properties of firefighter gear to enhance nighttime visibility, making this a key feature of their products. They also incorporated IoT technology to enable the exchange of various information, including the internal temperatures of different bags.

NOIDA DIDING Sling Bag (left) and DIDING Bucket Bag (right) / Source: NOIDA

NOIDA unveils its DIDING brand at the Maison&Objet exhibition, showcasing products made from upcycled firefighter gear, combined with IoT smart packaging services. The DIDING range includes three types of DIDING Cooler Bags designed for delivery workers, the DIDING 4WAY Sling Bag for general consumers, and the DIDING DAILY Bucket Bag. Looking ahead, NOIDA plans to expand its offerings to include a variety of accessories such as vests, gloves, and knee/elbow protectors.

Making its debut at Maison&Objet, NOIDA aims to use this opportunity as a springboard for global expansion. JO Youngdae, CEO of NOIDA, stated, “We hope that our participation in Maison&Objet will mark a turning point, enabling us to evolve from a design consulting firm into a leader in the design industry with a significant social impact.”


Kang Hyeongseok (redbk@itdonga.com)