Bucharest, August 1, 2025. The creative concept store ESHTE and SONY announce the launch of a partnership that brings together audio innovation and responsible fashion, in an innovative joint initiative for the Romanian market, aiming for a more conscious future.
In the context of launching the WH-1000XM6 model, Sony announces a strategic partnership with ESHTE, a unique concept in Romania that promotes creativity and local talent through a multidisciplinary space dedicated to sustainable design. ESHTE Social Gallery operates as an exclusive concept store in Bucharest, offering exposure to Romanian designers and an augmented shopping experience enhanced by a café and social area. Through this collaboration, Sony opens an essential conversation about responsible style and the ways in which technology naturally integrates into sustainable fashion.
The collaboration with ESHTE comes naturally at a time when fashion is reinventing itself through sustainability. On the occasion of the recent launch of the WH-1000XM6 model, Sony organized a sustainable styling workshop dedicated to the ESHTE community, led by Omar Albitar, ESHTE curator and stylist. During the event, audio technology was integrated into the conversation about responsible style, and participants explored concrete ways to pair tech accessories with pieces made from sustainable materials such as cactus leather, natural fibers, or recycled textiles—elements already present in ESHTE’s curated selection.
The WH-1000XM6 headphones complement this aesthetic through a minimalist and functional design, becoming a symbol of conscious style and meaningful choices, as well as an example of sustainable design applied to technology.
During the first week of August, ESHTE visitors will have the opportunity to discover outfits created by Omar Albitarfrom sustainable pieces, accessorized with the Sony WH-1000XM6 headphones, on the occasion of the partnership launch.
Sony reaffirms its commitment to the environment by integrating the “Road to Zero” principles into the design and packaging of the WH-1000XM6 headphones. The packaging is made 100% from paper-based materials, plastic-free, using the patented eco-friendly paper Original Blended Material, created from bamboo, sugarcane fibers, and post-consumer recycled paper. These choices transform the product into a responsible accessory, aligned with the new values of consumers.
Reference sound, cutting-edge technology
The WH-1000XM6 offers the most advanced noise-canceling technology on the market, integrating Sony’s most powerful noise cancellation solution, thanks to 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 deliver studio-level audio precision.
The new HD QN3 processor, with a processing speed seven times higher than the previous model, controls 12 precision microphones, adapting in real time to the surrounding environment. The headphones deliver a studio-grade audio experience and exceptional call clarity, thanks to AI beamforming technology.
