What is Upcycling
But let's start from the circular philosophy which inspired the initiative and that genetically conditions our way of doing agricosmetics. Have you ever heard of Upcycling?
Yes BUT... WHAT IS THE BEST WAY TO TRANSLATE it?
In Italian it is not easy to find a strong literal translation without investigating its nuances. The expression that comes closest to the real meaning is "creative reuse", but it is not sufficient to pass on the concept.
It is the art of reusing waste materials to give life to new objects with different uses, with a higher value than the original product. It means re-qualifying resources to turn them into something more important and desirable, but above all to reduce their environmental impact by giving them a second chance.
It was the 1960s when the first multinationals began to take its advantages into consideration.
The forerunner was Heineken, who transformed empty beer bottles into building bricks. Its idea at that time did not break through the wall of conventions, as society was not yet ready for a break with the traditional way of looking at objects and consumption.