Upcycling as a core cultural technique

Die Gründerin von Paguro Upcycle Yen Goo im Gespräch

Dieser NL ist in Zusammenarbeit mit Paguro Upcycle entstanden. Yen hat mich via Instagram kontaktiert und wir haben uns online zum Gespräch getroffen. Yen ist nicht nur sympathisch und engagiert, ihr Zugang zu Upcycling gefällt mir sehr gut. Sie lebt in Nottingham, UK.

Upcycling ist für mich eine der zentralen Kulturtechniken. Heute mehr denn je. Nicht nur weil wir Lösungen brauchen, um mit dem weltweit zunehmenden Abfallproblem umzugehen, sondern auch weil Upcycling kreativ ist, Zusammenarbeit fördert und eine nachhaltigere Lebensweise propagiert. Ressourcen werden geschont und etwas Neues aus Altem geschaffen. Yen hat mir drei ihrer Produkte geschickt, die ich für diesen NL style (ein Reel dazu gibt’s ab Freitag früh auf Instagram), vier Produkte werden unter euch verlost. Dazu mehr weiter unten.

Dieser Armreif ist aus recyceltem Messing gefertigt.

Upcycling hilft dabei, den Lebenszyklus von Gegenständen, Materialien und Kleidungsstücken zu verlängern. Von einem linearen Gebrauch zu einem Kreislaufsystem zu kommen. Yen bietet in ihrem Online Shop vor allem Schmuck und Accessoires an. Zum Beispiel aus recycelten LKW-Innenschläuchen, Fahrradketten, Eichenfässern, Skateboards und alten Zelten.

Yen und verschiedene Produktionsschritte

Yen, what made you start Paguro?

I started Paguro Upcycle over 12 years ago after meeting a group of artisans who were turning discarded materials into accessories as part of an environmental and social project. Their creativity and resilience deeply inspired me to build something meaningful — a business that gives back to people and the planet. I discovered how much potential there was in waste materials and wanted to help these artisans thrive while showcasing their craftsmanship to the world.

That’s how Paguro was born — a space that celebrates creativity, conscious living, and sustainable design. Our goal is to prove that sustainability can be stylish and exciting, especially when people understand the beautiful stories behind each product.

You said that you longed for a high street that shared your passion for individuality, quality and sustainability. Has this worked out?

It’s slowly taking shape but still a long way to go. When I first started, hardly anyone had heard of “upcycling.” I often received looks of disbelief — even jokes about wearing tyres around the neck! But today, more people are choosing meaningful, ethical products and valuing the stories behind what they buy.

The mindset is shifting — it’s no longer about fast trends, but about connection, purpose, and longevity. Our customers appreciate individuality and want to express who they are through what they wear, rather than following the norm.

Flotte Reise-Pouch aus einem Schlauch, die auch als Clutch funktioniert.

Tell us more about your products and the materials you promote.

Our collections are made from reclaimed materials such as tyre inner tubes, army tents, offcut wood, bike chains, tyres, broken brass taps, and even discarded skateboards. Every piece is handcrafted, vegan-friendly, and designed to show how waste can be reimagined into something beautiful and lasting — without going through layers of industrial recycling.

We work closely with small artisan groups to combine sustainability, design, and craftsmanship while keeping production ethical and transparent.

Could you introduce two of your artisans to us?

Sapu is an inspiring group of environmentalists and skilled craftspeople from Indonesia. They recycle difficult industrial waste — like truck inner tubes, motorbike tyres and army tents — into distinctive bags and jewellery. Every piece is hand-cut and handcrafted, turning hard-to-recycle materials into something desirable. Through this work, they’ve built a sustainable social enterprise that combines creativity, craftsmanship, and purpose.

Das Sapu Team

Andhika, also from Indonesia, is a skateboarder-turned-craftsman who transforms broken skateboards into colourful jewellery and accessories. His designs bring new life to discarded wood and capture the playful spirit of skate culture — blending artistry with sustainability.

Sustainable lifestyles and economic practices based on reuse, repair and upcycling are still in the minority. What would it take to make it more relevant?

Education and accessibility are key. When people understand the impact of their choices and see how easy it is to support circular design, real change happens. It’s also about shifting the mindset — valuing what we already have, embracing imperfection, and celebrating individuality in fashion as a way of self-expression, rather than being led by trends.

Hier trage ich eine Kette mit Fahrradketten-Anhänger und die Pouch zu Secondhand Jeans (Isabel Marant) und Secondhand Boots (Prada), einem Cashmere Pulli der nachhaltigen Brand Oyuna London und meinen Sezane Trench.

What are your plans? Your next steps?

We’re still a small, independent business, but our mission continues to grow. I hope to collaborate with more partners who share our values to help spread awareness of what we do and increase our brand visibility.

We’re also looking to expand into corporate gifting, as there’s great potential to reduce waste in that sector too. Ultimately, I want Paguro to remain a bridge between conscious consumers and creative makers — a community proving that sustainability isn’t just a trend, but the future of design.

Die Pouch zu einem Secondhand Anzug und Secondhand Trench; Ohrringe Annika de Haen.

Und Ta-Ta: Wir verlosen 4 upgecycelte Paguro Accessoires – einen Seepferdchen Schlüsselanhänger, Ohrringe aus Elektrokabel, eine hübsche Reise-Pouch und eine coole Kette. Alles, was ihr dazu tun müsst: mir hier in der Kommentarfunktion schreiben, dass ihr dabei sein möchtet. Und wenn das Stück bei euch ankommt – Yen verschickt es direkt aus Nottingham – freuen wir uns über eine Insta-Story, wo ihr Paguro Upcycle und mich taggt.

Bis nächste Woche,

Susanne

Im Tipp heute Yen auf Youtube: