Upcycling means the process of gathering trash and other products that are out of use, to give them a second life with a new function. That can involve turning track tarps or PET-bottles into bags, or transforming broken bicycles into clocks or jewelry. These days it has evolved beyond a way of creative expression – it is a sustainable, but viable business model, as many stores and companies who work in this field can attest. Professor Arturo Castillo from Utrecht University provides scientific insights and explains why upcycling is far from being a new trend.