{"id":31563,"date":"2020-02-07T09:33:39","date_gmt":"2020-02-07T08:33:39","guid":{"rendered":"https:\/\/brandsmith.es\/las-marcas-se-suman-al-upcycling\/"},"modified":"2020-02-07T11:30:18","modified_gmt":"2020-02-07T10:30:18","slug":"brands-take-up-on-upcycling","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/","title":{"rendered":"Brands take up on upcycling"},"content":{"rendered":"\n

Whiplash Team, February 7th<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

Brands take up on upcycling<\/strong><\/h3>\n\n\n\n

Brands embrace upcycling and incorporate new processes into their production systems to convert waste into new products of greater value, eliminating waste and betting on economic growth and resource conservation.<\/h4>\n\n\n\n

A couple of\nweeks ago Jean Paul Gautier, one of the world\u2019s most famous fashion designers,\nsaid goodbye to catwalks after 50 years of activity. He did it with a\ncollection that marks a turning point in the world of haute couture and is a\ncelebration of sustainability.<\/p>\n\n\n\n

For his\nfarewell parade, the man who gave his name to one of the best-known fashion\nbrands had a look at all his jumble and made a collection of scraps, waste from\nother collections and sequins and beads discarded long ago. An “Haute\nCouture upcycling” collection for which, according to the designer, he\nrescued “all my old collections, everything found in my travels and in\nstreet markets, to make confetti with them and reuse everything”.<\/p>\n\n\n\n

Although\nfor Gautier this last collection is his first foray into the fashion of\nupcycling, the concept \u2013tied closely to that of the circular economy\u2013 has been\ngoing around for a while. Not only in the fashion industry, where there are\nmultiple examples of brands that have made upcycling their own label, but in\nother sectors such as food, for example.<\/p>\n\n\n\n

But what is\nupcycling and how is it different from traditional recycling? Upcycling\nconsists, in short, in transforming waste into valuables through a creative\nprocess. Recycling, on the other hand, is an industrial process through which\nthe waste is transformed into a new material, which will be used in turn to\nproduce new objects.<\/p>\n\n\n\n

In the\nupcycling both the process and the result are different from those of\nrecycling, as in the first case, old objects are used to create, with\nimagination and creativity, a new product of greater value than the original.\nOld scraps that become catwalk suits, used tyres transformed into backpacks,\nglass bottles converted into glasses, vases and fancy lamps, fruits and\nvegetables that do not meet the specifications for sale that become juices, or\nmilk whey that is transformed into a nutritional supplement.<\/p>\n\n\n\n

In the\nwords of the artist and upcycling specialist Lucia Bruni, who with her Lucirmas\nbrand has reinvented recycled glass, \u201cmore than recycling, upcycling consists\nin reimagining the use of existing products and materials and turning them into\nsomething new\u201d.<\/p>\n\n\n\n

In the case\nof Green Guru, a brand based in Boulder, Colorado, they use raw materials that\nhave a very negative impact on the environment, such as bicycle cameras, tyres,\nwetsuits, tarpaulins or climbing ropes. The company has created a waste\ncollection system and installed specific containers in sports stores, gyms and\nbicycle shops. With the waste, Green Guru creates products and accessories for\ncyclists (bags, backpacks, wallets, bracelets, etc.) dog collars, bracelets,\npurses or suitcases with the aim of preventing that the rubber of these objects\nend their days in a landfill.<\/p>\n\n\n\n

The sports\nbrand Speedo has also embraced upcycling and recently launched a recycling and\nupcycling program in partnership with Aquafil, manufacturer of the Econyl\nfabric. Thus, the sports brand has incorporated upcycling into its strategy and\ntransforms the waste of its production process into new swimsuits with even\nmore interesting properties than that of traditional materials.<\/p>\n\n\n\n

In the case\nof the agri-food industry, brands such as Danone (France) are also doing their\nthing. The dairy brand, for example, has built a methane production plant from\nthe conversion of agricultural waste. In Spain Indulleida manufactures juices\nusing as raw material the fruit and vegetable products that do not meet the\nspecifications for sale.<\/p>\n\n\n\n

Both\nrecycling and supra-recycling are linked to the growing awareness that it is\nessential to create a society which is more sustainable and responsible with\nthe planet. Consumers understand that they must consume responsibly and that it\nis necessary to abandon the disposability culture. Also, that is necessary to\nfoster a circular economy in which productive systems resemble ecosystems,\nwhere the output of one process is the entrance of another.<\/p>\n\n\n\n

Consumers\nalso have clear that brands have a duty and a role to play in this process of\nsocial and economic transformation. That is why they demand active\nparticipation from brands that translates into facts, improving production\nprocesses, creating innovative and environmentally friendly products and\npromoting business models aligned with circular economy.<\/p>\n\n\n\n

Thus,\nzero-waste businesses grow, big brands add sustainability as a fundamental\nvalue and new businesses are born with the purpose of being sustainable.<\/p>\n\n\n\n

In our\ncountry, companies like Ecoalf base their business and production model on the\ncircular economy. Their \u201cUpcycling the Ocean\u201d project, which was born in\nresponse to the horrifying fact that in 2050 there would be more plastic than\nfish in the oceans, seeks to eliminate from the seas the waste that threatens\nthe marine ecosystem and gives a second life to the recovered waste by\nconverting it into filaments of polyester<\/p>\n\n\n\n

Nice To Eat You is another Spanish company born under circular economy philosophy and model, as stated on its website. Spain, according to Ministry of Agriculture, is the seventh country in the EU where more food is wasted with about 7.7 million tons per year. The startup Nice to eat you, aims to reduce food waste while generating benefits for the society and the environment. They do it by publishing on a platform food that businesses have not been able to sell throughout the day on offers<\/s>, with a 40% discount. <\/p>\n\n\n\n

Gradually, brands are incorporating sustainability not only in their speeches or through social responsibility action, but also in their production processes. These are measures that require investment and a clear strategy, which comes from the companies\u2019 boards of directors, and that goes far beyond a position of convenience. These are steps that demonstrate their commitment to sustainability and their desire to play a decisive role in the transformation of society. <\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, February 7th, 2020 Brands take up on upcycling Brands embrace upcycling and incorporate new processes into their production systems to convert waste into new products of greater value, eliminating waste and betting on economic growth and resource conservation. A couple of weeks ago…<\/p>\n","protected":false},"author":2,"featured_media":31561,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,72,71],"tags":[92,80,81,44,79,53,41,77,37,88,78],"yoast_head":"\nBrandsmith - Brands take up on upcycling<\/title>\n<meta name=\"description\" content=\"Brandsmith Brands take up on upcycling\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Brands take up on upcycling\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Brands take up on upcycling\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-07T08:33:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-07T10:30:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/02\/whiplash-138.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Brands take up on upcycling\",\"datePublished\":\"2020-02-07T08:33:39+00:00\",\"dateModified\":\"2020-02-07T10:30:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/\"},\"wordCount\":985,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"brands\",\"Danone\",\"Ecoalf\",\"Econom\u00eda circular\",\"Jean Paul Gautier\",\"Recycling\",\"sostenibilidad\",\"Speedo\",\"sustainability\",\"sustainable brands\",\"Upcycling\"],\"articleSection\":[\"Brands\",\"Strategic branding\",\"Sustainability\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/\",\"url\":\"https:\/\/brandsmith.es\/en\/brands-take-up-on-upcycling\/\",\"name\":\"Brandsmith - 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