Page 82 - Livre_MOW2021_EN

80 | TRANSITION AND SOLUTIONS

ECO-CITIZENSHIP
Make way for upcycling

The Animal Fund shines the spotlight on an ecological
practice to give a new lease of life to used items to enhance
them and reduce our impact.

Turning old jeans into a handbag, a pullover into a Angelo Legrand, graduate with a master’s degree in
cushion cover, a tired skateboard into a coffee table, renewable energies and co-creator of a responsible
a damaged guitar into a wine bar, a surfboard into a clothing brand, R4 Clothing, reviewed the global pro-
coat rack, an old piano into a bookcase, corks into blem of recycling, which is still very marginal (just 9%
mats, plastic bottles into bird feeders. The only limit of global plastic is recycled). “We need a global regu-
to upcycling seems to be our imagination. “This new lation approach and this approach can be adopted
eco-citizen trend might even inspire people to create by each person”, added the young Belgian-Danish
their own company” suggests the chair of the Mo- entrepreneur, who criticised the flood of plastic waste
negasque association, Berit Legrand, during Monaco from Western countries to Malaysia, now that China
Ocean Week. has closed its doors. Once used, the clothing from his
brand, made with organic hemp or cotton fibres, is
“By choosing CREATING turned into a new item, or “upcycled”. “We are trying
water-saving raw A MOVEMENT to create a movement with consumers. By choosing
materials or fully water-saving raw materials or fully soluble packaging,
soluble packaging, In the introduction to her we show them that it is possible to say “no” to plas-
we show them that conference on the topic, tic”, the young activist concluded, presenting other
it is possible to say the activist talked about the brands which follow the same trend, like 4Ocean and
“no” to plastic”, context of worsening plas- Ocean Mimic, whose products and clothing are de-
tic pollution, which is shown signed using plastic waste.
Angelo Legrand, to be “worse than ever with
co-creator the pandemic, due to the
of R4 Clothing exponential use of dispo-
sable masks and the boom in
takeaway sales”.

SAVE SAVE
700 L 62%

OF WATER OF ENERGY

PRODUCTION EMIT MOTHER NATURE
OF AN R4 T-SHIRT
COMPARED 60% IS HAPPY!
TO A CONVENTIONAL
COTTON T-SHIRT LESS CO 2