Upcycling Vs. Recycling: What's the Difference?

That question is what led us—years ago—to upcycling discarded tires into the soles of our sandals. 

In fact, it was the most honest way we could create something beautiful while reducing harm and reclaiming value.

Recycling is important. It’s familiar. And in many cases, it’s necessary.

But recycling often means breaking materials down  (I.E. melting, shredding, or chemically altering them) before turning them into something new. That process still requires energy, water, and infrastructure. Sometimes, it even downgrades materials into lower-quality products that can’t be reused again.

But upcycling is different because it keeps materials as close to their original form as possible.

Essentially, it preserves their strength, durability, and embedded energy while transforming them into something more valuable than they were before.

Everything around us has a story...

A discarded tire, for example, is designed to withstand thousands of kilometers of wear. When it’s thrown away, that strength doesn’t disappear—it’s simply overlooked.

When we choose upcycling, we’re saying this still has purpose, value, and it deserves a second life.

We focus on upcycling because it allows us to:

1. Keep materials out of landfills
Tires are one of the most challenging waste materials globally. By turning them into soles, we prevent them from being burned or buried.

2. Reduce the need for raw resources
No new rubber or unnecessary extraction. What already exists is enough.

3. Preserve craftsmanship and human connection
Upcycling is inherently hands-on. It supports skilled artisans, slower production, and meaningful livelihoods, rather than anonymous, extractive systems.

4. Extend the life of materials, again and again
Our soles are designed to last. And when something lasts, it reduces the need to replace it.

Circularity isn’t just about closing loops, it’s about rethinking worth.

            ~ Christal Duncan, Founder of Brave Soles