How Korean Gen MZs are Making Sustainability Stylish

#1 “By adding patches and badges to a plain basic uniform, it has been transformed into a unique gym sack.” Kim (22, Dongnae-gu) is eagerly awaiting the opening of the baseball season this month. He plans to go to the stadium carrying a so-called “Jik-Gwan bag (a bag that fans take when they go to baseball games),” made from the remaining fabric of a uniform after removing the number of a transferred player.

#2 Jang (23, Seongdong-gu, Seoul), currently on leave from a fashion studies program and working at an online magazine, prefers upcycling clothes over constantly buying new ones to keep up with changing trends. “When I transformed an old piece of clothing into an off-shoulder top by cutting off the unnecessary neck fabric, it felt more stylish and vintage,” Jang said, emphasizing the value of repurposing neglected garments.  

#3 Park Min-Su (Dept. of Business Administration, 24), a baseball enthusiast, discovered an interest in upcycling through Instagram accounts dedicated to the craft. “I used to think there was no way to reuse old jerseys after buying new ones every season,” he said. However, seeing people turn them into bags inspired him. “With the new season approaching, I want to showcase my fandom by upcycling last season’s jersey,” he added, expressing his intention to explore upcycling.

Recently, upcycling—giving discarded items new value—has been gaining attention as an alternative to traditional recycling. One popular example is upcycling uniforms that are often discarded at the end of a season or when a player is transferred, turning them into unique personalized bags.

Unlike recycling, which involves breaking down waste into raw materials to create new products, upcycling retains the original material’s structure while creatively enhancing its value. Both practices aim to address environmental issues like resource depletion and pollution. However, upcycling has the added advantage of conserving energy, as it does not require extensive physical or chemical processing. “Channel PNU” interviewed young entrepreneurs engaged in upcycling businesses and sought expert opinions on this growing trend.  

■Upcycling for Environmental Protection  

Kang Min-Seong (27, Seo-gu, Daegu), the CEO of “Handy Shop,” which is an upcycled bag business, started her venture out of concern for the environment. Previously a chef, Kang became aware of rising ingredient costs due to climate change. “I naturally developed an interest in environmental issues when I saw rising temperatures affect food prices,” she shared.  Another interest of Kang was baseball. She said, “It is unfortunate when baseball players transfer to other teams and their uniforms lose  their owners,” which led her to start a custom-made uniform bag business that aligns with her vision. She added, “To ensure bags last a long time, high-quality linings, such as waterproof fabric, are used.”

She assessed that her upcycling challenge is having a positive impact on society. After learning about Handy Shop’s upcycling products, even people from Jeju Island sent used banners. Kang worked on these banners for free. She mentioned, “In the past, I doubted whether recycling by just one person could make a difference in the world. Although I started the business casually, (now that I’m in the upcycling business,) I always make an effort to use the coolers made from my own upcycled products for the environment, even if it’s not visible to others.”

■Unique and Priceless: The Luxury of Upcycled Goods  

Another entrepreneur making waves in the upcycling world is Lee Dong-Gun (22, Gimhae, Gyeongnam), the CEO of “Escode”. His passion for fashion led him to start an upcycling business. Escode sells upcycled clothing on an online store and accepts custom orders via Google Forms. After completing an order form, customers send their clothes to Escode. The next morning, after receiving deliveries, he begins cutting and sewing work. Various processes, such as lining, finishing, strap work, and other optional tasks, are carried out, and clothes are transformed into bags. Before launching Escode, Lee operated an online store selling second-hand clothes. While searching for ways to manage excess inventory, he became interested in upcycling. He said that he became interested in the upcycling business while seeking ways to clear out his stock. 

Lee felt pride in the upcycling business. He said, “Regardless of age or gender, people want something that’s uniquely theirs,” and added that “Requests to preserve even dirty or damaged parts merit attention.” Lee continued, “I’m grateful to those who think I’m contributing to the environment since I started this business with an interest in fashion. I want to reach consumers with more diverse upcycling beyond bags,” expressing hope for the spread of upcycling culture.

There is also a youth who transforms not just old clothes but also mats, banners, towels, and other items into reborn upcycled bags. Kim Ji-Eun (25, Mokpo, Jeollanam-do), who runs an upcycling business “Glück,” said, “I feel excited when I create two new products from one fabric or collaborate two fabrics to create one product,” adding that “upcycling, which transforms items into completely new forms, seems more valuable than recycling, which largely maintains the original form.”

■Balancing Sustainability and Individuality  

Lee Yoon-Kyung (Prof. of Clothing and Textiles, Pusan National University), an expert who has researched sustainability through punk-style upcycling, believes young people are drawn to upcycling for both environmental reasons and self-expression. “Studies show that Generation MZ is highly conscious of environmental issues,” she noted. “It’s natural for them to incorporate sustainability into their clothing consumption.”  

According to Prof. Lee, the growing popularity of “Meaning-out” consumption—where individuals express their values through purchases—has also contributed to the rise of upcycling. “Today’s youth prioritize their personal needs over fleeting fashion trends. It’s great to see the spread of upcycling among young people who value eco-friendliness and individuality.”

She expected that awareness of upcycling would increasingly improve. “Previous research has shown that Koreans in their 20s tend to be more reluctant to use secondhand products compared to their American counterparts,” Prof. Lee added, “In the past, there was a fundamental aversion to purchasing used items.” However, she expressed hope, saying, “As consumption of upcycled products becomes popular, perceptions of reuse and new use have been gradually elevated, which could become a starting point for environmental campaigns or movements.”

Some cases show better perceptions of secondhand products. Song Myeong-Eon (Dept. of Clothing and Textiles, Kyungpook National University), answered a question about secondhand products, saying, “I had a negative perception of used products because I was afraid of receiving items with actual quality that is different from what is shown in photos or being scammed,” admitting she had significant doubts before actually encountering them. However, she said, “I learned about FREITAG, a company that sells bags and wallets upcycled from various materials,” adding, “I’ve come to develop a fondness for upcycled products that have advantages both environmentally and commercially and that take time to develop creatively.”

■What is needed for the sustainability of upcycling?

Kim Ji-Hyun, dean of the “Busan Council for Sustainable Development,” a civic group active in Busan, highlighted the spread of upcycling culture among young people as a positive change. The Busan Council for Sustainable Development engages in activities devoted to implementing Sustainable Development Goals. Dean Kim said, “The process of transforming items with personal sentiment into bags or keyrings can be an opportunity to stimulate interest in sustainable consumption,” and underscored the advantages of upcycling, saying, “Developing existing products in new forms has the effect of minimizing resource waste and promoting a circular economy.”

To sustain upcycling instead of a short-lived trend, several factors need to be considered. Design and quality that allow for long-term use should be factored in upcycling in line with the fundamental purpose of sustainability. He said, “If upcycling is consumed in an overly commercial manner, it may unintentionally promote overconsumption,” adding, “I hope that copyright issues are clearly recognized and that the value of ‘sustainable consumption’ is well conveyed, rather than being consumed simply as a fashion trend.”

Reporter Lim Seung-Ha

Translated by Thadar-Soe