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Company created in Rio Grande do Sul reused tires, umbrellas, and discarded fabrics, avoided almost 1 ton of waste, and reached a turnover of R$ 2.2 million.
In an industry often associated with waste, rapid disposal, and mass production, a company from Rio Grande do Sul decided to take the opposite path. Instead of buying new raw materials, the founders started looking for what had already been discarded. Unused bicycle tires, broken umbrellas, fabrics rejected by the industry, fishing nets removed from the sea, and even retired parachutes became part of a production chain based on reuse.
More than ten years later, the initiative created in Campo Bom, in the Vale dos Sinos, has become a consolidated business. According to Exame, in 2024, the company recorded R$ 2.2 million in revenue, while reusing hundreds of materials that would normally end up in landfills. The company is Urban Flowers, founded in 2013 by Cecília Weiler, who started the business as a teenager, betting on a concept that years later would become a global trend: circular economy applied to fashion.
It all started with a teenager from Rio Grande do Sul who wanted to create a brand aligned with veganism
Urban Flowers initially started as a small online store selling clothes over the internet. Cecília Weiler was already familiar with topics related to vegetarianism, conscious consumption, and sustainability. Taking advantage of the industrial environment of Vale dos Sinos, one of the largest footwear hubs in Brazil, she began to develop her own collections in small local ateliers.
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In 2017, Patrick Lenz joined the company as a partner and helped structure the business. At the time, combining environmental sustainability, ethical production, and financial viability was still seen as extremely difficult within the fashion industry. According to Lenz, the proposal was always to work with a fair production chain, without resorting to animal-derived materials and avoiding labor exploitation, a problem often associated with the sector.
Broken umbrellas turned into durable and reusable ecobags
Among the company’s first experiments was the reuse of discarded umbrellas. Patrick Lenz explains that this material often presents challenges for recycling because it combines various components into a single structure, including waterproof fabric, plastic, metals, and opening mechanisms.
The solution found was to completely dismantle each piece. The company started working with cooperatives and local waste pickers to collect discarded materials. The highly resistant waterproof fabric began to be used in the production of eco-bags and accessories. In just one year, Urban Flowers repurposed 343 umbrellas, transforming what would have been waste into new products sold by the brand.
Discarded tires became some of the company’s best-selling items
Another material incorporated into the catalog was used bicycle tires. The durability of the rubber caught the founders’ attention, who started using it in the production of belts and wallets. Over time, these products became some of the most sought-after by consumers.
According to Exame, the company reused 439 bicycle tires throughout 2024, removing this material from the traditional disposal flow. Besides durability, the reuse of tires also reduces the need for animal leather and other conventional materials used in the accessories industry.
Fishing nets removed from the coast and retired parachutes gained new life
The creativity of Urban Flowers was not limited to urban waste. The brand also developed pieces using fishing nets collected on the beaches of Florianópolis. In partnership with local fishermen, the material was recycled and incorporated into the development of footwear.
Another project that caught consumers’ attention was a collection produced with discarded parachute fabrics. These equipment are no longer used in aerial operations for safety reasons, but still maintain great structural resistance.
Urban Flowers transformed this material into jackets. According to Patrick Lenz, the launch was carried out on a small scale, but the stock quickly sold out, becoming one of the company’s most sought-after products.
Almost 1 ton of repurposed materials helped boost million-dollar revenue
The strategy based on circular economy brought significant financial results. In 2024, Urban Flowers achieved R$ 2.2 million in revenue, establishing itself as one of the Brazilian references in vegan fashion and waste repurposing. In the same period, the company reused:
- 439 bicycle tires;
- 343 discarded umbrellas;
- 1,834 square meters of fabrics rejected by the industry;
- approximately 800 kilos of recycled materials incorporated into the production of footwear and accessories.
The numbers helped the company achieve almost a ton of repurposed materials in just one year, reinforcing the idea that waste can be transformed into products with higher added value.
Brand bets on physical growth and expansion of sustainable production
Currently, Urban Flowers has more than 170,000 followers on social media and maintains operations primarily based on online sales. The company also seeks to expand sustainable production for other brands interested in incorporating recycled materials and more responsible processes into their collections. Additionally, the strategy for the coming years involves a greater physical presence in collaborative stores across Brazil, bringing the brand closer to consumers who wish to experience the products in person.
For the founders, the main raw material continues to be what already exists. Tires, umbrellas, discarded fabrics, and materials considered to have no economic value have come to represent not only an environmental solution but also a business capable of generating millions of reais in revenue.
In a market accustomed to launching new collections each season, Urban Flowers has bet precisely on the opposite path: transforming forgotten waste into desirable, functional, and commercially viable products.
