We design with the end in mind.

Keeping materials in the loop is our ultimate goal. The bittersweet truth is that most recycling is actually downcycling. Eventually, materials still end up as waste. Eliminating waste requires us to radically alter our design mindset. We need to design with the end in mind, based on the principles below. 

Keep it simple

Keeping it simple is no easy task. We redesign everyday products from scratch, with far fewer ingredients than is typical. We use the lowest possible diversity of materials, always. That’s how we outsmart material complexity.

Clean and infinite materials

Some materials can be transformed back into equal or similar products. Like metal and glass, they retain their full value after use. We carefully select them and keep them clean by not adding harmful substances. We call them clean and infinite materials, and make sure they are used inside Niaga®️-tagged products.

Reversible connections

By way of our signature click-unclick Niaga®️ adhesive, we connect different materials so they can be easily taken apart after use. It’s a prerequisite to our designs, because it allows them to return to their respective material streams instead of ending up as waste. Much like a glue that works like a screw.


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