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BRAND BUY-BACK: A Look at Eco-Cycology

July 29, 2012

Product with Purpose - field notes from Fairware

In a culture of consumerism, the lifespan of a product tends to be short and linear. It is made, sold, bought and then very unceremoniously tossed in the trash when it has been determined unusable or simply unnecessary. That is why we are thrilled by a growing trend towards eco-cycology.

Trendwatcher.com has listed eco-cycology as the 4th biggest trend of 2012. While the concept isn’t necessarily new, its rise in a time of economic woes reveals that consumers are becoming increasingly more aware of the financial value of their goods beyond their typical lifespan. Brands are taking this sentiment to heart.

So, what is eco-cycology anyway? It is best described as the recycling and repurposing of old products by its original manufacturers. Way back in 1990, Nike broke ground on this scheme (somewhat literally) through its Reuse-A-Shoe Program. To date, Nike has collected over 25 million pairs of…

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