Popsiklus Local Brand: Upcycling Used Goods To High Value Products

Popsiklus is a local brand that is engaged in applied art or art craft. This local brand is popular with its environmentally friendly concept, namely upcycling or reviving used materials into artistic functional items.

For information, the term upcycling different from recycling more common in society. Upcycling is the process of recycling used goods into goods with new benefits, without losing their original form. Meanwhile, in the process recycling, the original form of used goods is destroyed to be processed into other goods.

Recently, Popsiklus has just received the honor of a UNESCO award for local craftsmen, namely the 2022 Indonesia Handicraft (Inacraft) Awards. Brand this local won the product category other materials top product upcycle which he carried.

The recycling craft business, which has been established since 2009, was initiated by Kurniati Rachel Sugihrehardja or familiarly called Nia. Standing up at first, Nia used the name 'Bikinbikincraft' on brand which he pioneered, before finally changing its name to 'Popsiklus', which is still used today.

From used milk cartons to quality goods

Since its inception, Nia has consistently produced high-value artistic recycled products that are processed from household waste. Popsiklus' products include large bags, tote bags, wallets, notebooks to cable holders. Targeting the upper middle class market, the product is set at a selling price of 395 thousand to 550 thousand rupiah.

The creation of various Popsiklus products itself started from Nia's pile of used milk cartons at home. He saw that the waste is often reluctant to be looked at by the garbage collectors. Finally, from there he saw a glimmer of potential money.

Based on his observations, the used milk cartons have the shape and structure of a strong material. According to Nia, this potential can be an opportunity for her to be creative in creating something useful.

“From the pile of used milk cartons in the house, the idea was born to give it a new soul and function, with upcycling or revive used milk cartons that are ready to be thrown away into artistic functional items,” said Nia.

Popcycle Product Production Flow

The process of making Popsiklus products is carried out by Nia directly and assisted by five employees, consisting of three permanent workers and two freelancers. Nia said that the production process she was going through was not simple.

In creating one product upcycling With this high artistic value, Nia needs a lot of used milk cartons as raw materials. For example, for Popsiklus' flagship product, namely large bags, 11 to 12 used milk cartons are needed.

"Then, the time needed in the process of making the bag takes approximately five to seven working days," explained Nia.

He also said that the production of Popsiklus products depends on the availability of used milk cartons that he owns and receives. So, the product does not have a fixed stock or production target.

"I only make products according to the available waste, because the raw materials themselves also require a long process to be ready to be processed," he said.

Before the used milk cartons are transformed into ready-to-use recycled products, there are several production stages that are passed. Starting from collecting milk carton waste as the main raw material, until it is ready to be processed into ready-to-sell products.

"Collection of milk carton waste is not easy because I use milk cartons as they are, not through a crushing process, so the condition of used milk cartons must be very good," said Nia.

Nia revealed that Popsiklus has strict terms and conditions, for milk carton waste collected, whether it comes from his team or from waste donors. He admitted that he would not accept milk cartons that had not been washed.

After sterilization, the used milk cartons will be cut manually, one by one, before finally going through the stages of creating the texture of the material. After that, the raw materials from the used materials will be sewn into a product, which will also be mixed and matched with other materials to enhance the appearance of the product.

Popcycle Challenges in Business Digitization

After a few years since its establishment, Popsiklus has begun to dare to introduce its products more widely to the public, through the use of social media, such as Instagram. From this platform, consumers can get to know and place orders for products.

Until now, Popsiklus is still actively promoting its products on Instagram. As the owner, Nia diligently shares photos of her superior products, along with stories related to each product from brand which he built.

Utilization of social media platforms is an effort business digitization what Popcycle does. However, Nia admits that business digitization in brandis currently not maximized. There are obstacles that become a challenge for him in doing the digitization.

First, Popsiklus has not been able to expand its business by utilizing E-commerce or marketplaces. The reason is because there are technical problems. Nia assesses that Popsiklus products cannot be produced quickly.

"So, currently Popsiklus is only present on social media through Instagram only. The rest, orders to product purchases can be made via WhatsApp, or online offline at the bazaar," Nia said.

Second, Nia feels like a brand that produces goods upcycling, not ideal for Popsiklus consumers to make purchases online online. He said that consumers need to hold directly before buying.

"It's not ideal if you don't see it directly. Gak imagine, like that, how the product upcycling made from used milk cartons. So, it's better if you can hold it directly," he said.

The 'Go Green' Mission Behind Fine Art Products

In addition to focusing on creating quality artistic recycled products, local brands that carry the slogan "reimagining waste” or rethinking waste as a resource that can be utilized, has a mission to popularize the spirit of the waste recycling cycle.

The goal is to prevent household waste such as used milk cartons from ending up in a final disposal site (TPA). Based on data from the Ministry of Environment and Forestry (KLHK) 2020, household waste is the largest contributor to the composition of national waste, which is 37,3% of the total 67,8 million tons of waste.

Popsiklus believes that everything has the potential to be reused, one of which is used milk cartons. This local brand, located in Cimahi, West Java, is still committed to using used goods in most of its products.

"We hope that the spirit to popularize the recycling cycle can continue to be transmitted to the immediate environment, and can carry out product development with techniques, materials and other design variations." Nia said regarding her mission.

Furthermore, Nia hopes that in the future the community will be more concerned and responsible for the waste generated from daily activities, so as not to damage the environment. Moreover, currently waste is a source of serious problems for the environment, which will never be resolved.