Upcycling: o processo de transformar "desusos" em objeto de desejo

Abstract

Recreating something from what already exists is a challenge, think of how to turn a pair of pants jeans already worn and forgotten in the wardrobe in a new fashion product that happens to be desire for consumption, requires creativity. This already discarded piece jeans can be transformed into a beautiful bag, blouse, or maybe even make a shoe. Through actions to re-create, reuse and resignify these pants will be transformed into a product that will be marketed again and such actions, are part of the concept of upcycling. This job approach to fashion as an alternative to sustainable understanding of how this concept applies in the and blue brands, classified as Brazilian brands that sustainable fashion, through its products and disseminates this concept through its brand identity. The research is qualitative documentary that through the analysis of photos of the pieces produced by the brands can see how the creative process occurs with the application of the concept of upcycling. It is also a bibliographical research, since it the main theorists who study the subject. The main search results show that brands use this concept in their creative process in a practical way, applying techniques of modeling, sewing and processing, without necessarily following the fashion trends because the production takes place from pieces of clothing, fabric flaps, among others And this is one of the factors that justify that the creative process, spontaneous and quite intuitive.