'Upcycling' is the act of directly reusing waste materials as marketable goods. At the link, you can view a Reuters News video (embed disabled) about how various upcycled products are now available to consumers, as featured at the recent London Design Festival. Among the festival's participants was the Elvis & Kresse Organization -- a UK-based company which upcycles worn-out firehoses as luggage and other products usually made with leather.

YouTube Link via Scientific American | Company Website | London Design Festival | Image: Elvis & Kresse