Recycling is for jerks, the cool kids are all upcycling now, taking a downtrodden and lowly product and making it into something bright, shiny and new. U.K.-based Elvis & Kresse Organisation creates all sorts of good things by upcycling fire hoses.
Purses, belts, and other good are created from reclaimed and upcycled fire hoses, thereby saving the environment and maintaining an uber-cool look that no one else will have.
Implications - The eco-friendly movement has caused a shift within the fashion world. Fashionistas are looking for products that follow under the eco-chic category. By creating a fashion line that is eco-chic, companies can look towards capitalizing on this eco-conscious yet fashionable market.