Meet our amazing client Emma Nilsson, general manager at HUMANA Second Hand. In this short interview, she shares why upcycling just makes sense — for both the planet and their brand.
1. Why did you choose to collaborate with Reused Remade on custom-designed bags made from reused hotel textiles?
At HUMANA, purchasing newly produced cotton tote bags has never been an option — yet we still wanted to offer our customers a sustainable alternative to plastic. The collaboration with Reused Remade became possible when we realized they not only work with repurposed textiles but were also eager to collaborate closely with us throughout the design process.
What really sealed the deal was the ability to customize their original bag model and create a product that expresses our brand identity — not just by adding our logo, but by shaping the overall look and feel. That level of creative freedom is essential to us, and aligns perfectly with our way of working.
It also gave us confidence that Reused Remade was founded with both environmental concerns and human rights at its core. That shared set of values made the partnership feel like a natural fit.
2. What have been the benefits and challenges of using reused textile products in your business or communication?
There are several benefits — from both a sustainability and branding perspective. We’re able to offer a product with a strong identity and values, while also standing out due to its unique origin and design.
By naming our bag models HOTEL and HOSTEL, and carefully curating their visual expression, we’ve created a product that invites engagement and builds brand recognition.
The main challenge has been working with surplus materials, which don’t offer the same predictability as newly manufactured textiles. But that’s also part of the charm — and it adds authenticity to the reuse story.
3. What is your view on the use of upcycled products going forward?
We see upcycling as an obvious and smart way to give new life to existing materials. It’s an efficient way to create new products without the environmental cost of new production.
Why even consider new cotton tote bags — organic or not — when there’s already a surplus of high-quality hotel bed linen in circulation? One of the biggest advantages is that these materials require minimal processing: they’re already washed and ready to use.
For us, it’s about finding solutions that are creative, practical, and meaningful — without compromising on design or functionality.
So far, our bags made from reused hotel textiles have been a small but highly appreciated part of our product range. Looking ahead, we see great potential in developing more branded accessories and products in the same spirit — where reuse meets bold design and authentically expresses Humana’s identity.
Got an idea? Let’s co-create the future of circularity.