# Vivid Vintage Upcycling Indian Company SHARDA Makes the Old New Again By Krzysztof Bielski | Published 2011-01-19 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/givend-second-life-to-products References: [shardaindia](http://www.shardaindia.com) Indian company SHARDA design produces eco products to be proud of. Using scrap materials from jeans, silk ties and other pieces of discarded clothing, they are taking [upcycling to a whole new level](https://www.trendhunter.com/trends/emirates-4). Their new collection shown recently at Heimtex fair in Frankfurt was dazzling and SHARDA does it all while operating according to [ISO](https://www.trendhunter.com/trends/cycling-pedal)-standards with their in-house team of textile designers. **Implications** - With society adopting a greener attitude, many are demanding eco products out of companies. Larger companies are using sustainable material while small-time entrepreneurs in design have opted for an even simpler solution with vintage material. This has given certain products a vintage edge that consumers are attracted to due to its natural aesthetic and eco-friendly nature. The reuse of scrap objects is a cost-efficient method for companies to use and it makes them look friendlier to the eco-conscious consumer. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 67% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Eco Upcycling:** Companies are utilizing scrap materials from discarded clothing to produce eco-friendly products while giving an attractive vintage look to the items. - **Cost-efficient Recycled Production:** The reuse of scrap objects has become a cost-efficient method for companies to manufacture goods and look friendlier to eco-conscious customers. - **Sustainable Design:** Demand for sustainable products have led to new design opportunities to transform discarded products into fashionable, ecological items while following environmentally-friendly ISO standards. ### Where This Applies - **Fashion:** Upcycling and recycling in the fashion industry offers opportunities for sustainable high-quality fashion products that appeal to eco-conscious consumers for a wide range of clothing products. - **Home Decor:** Home decor items made by upcycling discarded materials from jeans, silk ties etc. solve waste problems and also provide and aesthetic, eco-friendly, and affordable solution for home decoration. - **Product Design:** Upcycling can give a vintage look and feel to new products, providing product designers with fresh opportunities to create and develop eco-friendly products while keeping cost down. ## Related on Trend Hunter - [Eco-Conscious Product Lines](https://www.trendhunter.com/trends/birla-cellulose.md) - [Sustainable Indian Streetwear Lines](https://www.trendhunter.com/trends/cloveify.md) - [Sustainably-Focused Experimental Fashion](https://www.trendhunter.com/trends/upcycled-fashion-collection.md) - [Sustainable Textiles Collections](https://www.trendhunter.com/trends/in-good-company.md) - [Craft Revival Capsules](https://www.trendhunter.com/trends/roop-aroop.md) - [Affordable Deadstock Apparel](https://www.trendhunter.com/trends/shein-1.md) - [Eco-Friendly Luxury Dresses](https://www.trendhunter.com/trends/luxury-dresses.md) - [Hair-Reusing Fabric Companies](https://www.trendhunter.com/trends/dutch-startup.md) - [Upcycled Aircraft Luggages](https://www.trendhunter.com/trends/emirates-2.md)