Upcycling, simply put, is the process of reusing a product or material in a way that increases its value. That could entail cutting up deadstock material and resewing it into quirky color-blocked styles. Or refashioning single-use signage into vibrant grocery totes. Or transforming old umbrellas into one-of-a-kind throw pillows. Whatever the end result, upcycled promo items tell a sustainable and compelling brand story, but getting the process right requires diligence, creativity, an eye for design and the right partnerships.
In this episode of Promo Insiders, Kathy Cheng, president of Redwood Classics Apparel (asi/81627) and a member of the Promo for the Planet Editorial Advisory Board, shares some of her company’s upcycling success stories.
Redwood Classics Apparel (asi/81627) collaborated with Canadian garment upcycling company Preloved to create a collection of bags made from single-use street pole banners from the 2015 Pan Am Games in Toronto.
She also does some myth-busting about the upcycling process – it’s neither cheap, nor easy. However, upcycling done well is a winning strategy for reducing environmental impact, diverting waste from landfills and evoking positive feelings about a brand. “It’s not a gimmick, but a long-term strategy for responsible branding,” Cheng says. “People just need to recognize it’s an investment, just as you would invest in organic cotton.”
This episode is brought to you by S&S Activewear (asi/84358).
Key Takeaways
• Upcycling Defined: Upcycling is the process of reusing materials in a way that increases their value. It’s a resource-efficient and creative approach to sustainability.
• Environmental Impact: Waste reduction is a major benefit of upcycling. It helps divert materials like textiles and plastics from landfills, reduces carbon emissions and conserves water and energy by avoiding the need for new raw materials.
• Brand Storytelling: Emotional connection is a key strength of upcycled products. Each item carries a unique story, enhancing brand identity and creating memorable, conversation-starting merchandise.
• Creative Examples: Kathy Cheng of Redwood Classics Apparel (asi/81627) discusses real projects her company has worked on, including transforming banners from the 2015 Pan Am Games in Toronto into colorful bags and converting branded umbrellas into decorative pillows.
• Production Challenges: Material inconsistency is a major hurdle. Upcycling requires sorting, cleaning and designing around varied materials, making the process labor-intensive and difficult to scale.
• Scalability Solutions: Small-batch success is possible. Redwood Classics has found a “sweet spot” by producing custom midsized upcycled products that balance creativity with manageable production volumes.
• Long-Term Value: Upcycling isn’t a gimmick – it’s a strategic investment in sustainability. Brands should align upcycled merchandise with their environmental goals for meaningful impact.
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