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Upcycling means to Reuse discarded objects or material , in such a way as to create a product of higher quality or value, than the original.
This is what Shwe products do. Shwe bags use old billboards to manufacture their quality range, hence ensuing those billboards do not end up in our landfills.
What a great way to reduce our impact, while supporting a local initiative - AND looking stylish. It's a win.