SONY x ESHTE – Tech & Fashion

ESHTE and SONY launch a meaningful partnership at the intersection of technology and trends in sustainable fashion

Bucharest, July 31, 2025 – SONY announces a partnership with the creative concept store ESHTE, bringing together audio innovation and responsible fashion in a joint, groundbreaking initiative for the Romanian market, aiming for a more conscious future.

In the context of launching the WH-1000XM6 model, Sony unveils a strategic partnership with ESHTE — a unique concept in Romania that promotes creativity and local talent through a multidisciplinary space dedicated to sustainable design.

The ESHTE Social Gallery operates as an exclusive concept store in Bucharest, offering exposure for Romanian designers and an enhanced shopping experience, complemented by a café and social area. Through this collaboration, Sony initiates a necessary conversation about responsible style and the natural integration of technology in sustainable fashion.

The collaboration with ESHTE is a natural fit at a time when fashion is being reinvented through sustainability. In conjunction with the recent launch of the WH-1000XM6 model, Sony hosted a sustainable styling workshop for the ESHTE community, led by Omar Albitar, ESHTE’s curator and stylist.

During the event, audio technology was integrated into the conversation on responsible style, and participants explored practical ways to pair tech accessories with items made from sustainable materials such as cactus leather, natural fibers, or recycled textiles — elements already featured in ESHTE’s curated selection.

The WH-1000XM6 headphones complement this aesthetic with a minimalist, functional design, becoming a symbol of conscious style and meaningful choices, as well as an example of sustainable design applied to technology.

In the first week of August, visitors to ESHTE will have the chance to explore outfits styled by Omar Albitar using sustainable pieces accessorized with Sony WH-1000XM6 headphones, marking the launch of the partnership.

Sony reaffirms its commitment to the environment by integrating “Road to Zero” principles into the design and packaging of the WH-1000XM6 headphones. The packaging is made entirely from paper-based materials, plastic-free, using the patented eco-friendly Original Blended Material composed of bamboo, sugarcane fibers, and post-consumer recycled paper. These choices turn the product into a responsible accessory aligned with the evolving values of today’s consumers.

Reference sound, cutting-edge technology
The WH-1000XM6 headphones continue to deliver the most advanced noise-canceling technology on the market, featuring Sony’s top-tier noise-canceling performance through a next-generation chip and intelligent algorithms that block unwanted sounds before users perceive them. Developed in collaboration with world-renowned mastering engineers, the headphones provide studio-level audio precision.

The new HD QN3 processor, with processing speeds seven times faster than the previous model, controls 12 precision microphones and adapts in real time to the surrounding environment. The headphones offer a studio-grade audio experience — created in collaboration with world-class mastering engineers — and exceptional call clarity, thanks to AI-powered beamforming technology.

Press & PR: Denis Radu – stay tuned on FM24 for more events around the world!