There are so many things to love about a company like Relan. Based out of Eagen, MN, Relan reuses billboard vinyl to make a range of products from bags to umbrellas and even the occasional surfboard cover. This innovative process capitalizes on the potential of already existing vinyl rather than resorting to freshly manufactured vinyl.

Fundamentally, Relan does what I call hijacking consumerism. In our discussion of ReBinder, we noted that our society buys at an incredible rate and therefore must create at an incredible rate to accommodate. The process is very linear, with the outputs piling up at the end while we continue to produce even more. It’s a tragic reality that makes the towers of trash in Disney’s WALL-E seem not-so-farfetched. But companies like ReBinder and Relan take materials from that pile and put them back into the cycle, this time making it circular and sustainable. Reusing maximizes the overall usefulness of the materials and brings about more efficient manufacturing processes. Essentially, Relan beats consumers at their own game.

Nevertheless, people are going to continue to consume, and if they are, they might as well consume quality, sustainable, and responsibly made products. Relan’s product reuses vinyl, a naughty petroleum-based product that is loved for its durability and utility but hated for its environmental impact. The strength of the recycled vinyl makes it a perfect material for bags, covers, umbrellas and the like. Considering billboards are made to withstand harsh outdoor conditions, so too will the products that are made from them. Let’s not forget that Relan’s products are also incredibly unique. Each bag, for example, literally comes from a different part of a billboard. That individuality gives Relan’s products independent value, like a one-of-a-kind artwork, handmade furniture, or a custom sports car.

Don’t let my focus on Relan’s products fool you, the company sells itself more based on a service than a product. I fully expected a web store, e-commerce site, a place where I could sift through pages of recycled products. There is no such store. What I soon realized is that Relan is an outlet for billboard advertisers to cash in on their outdated media by turning them into their own independent products. From there, the companies can do whatever they like with them. I equate it to the difference between a t-shirt printer and a store in the mall that sells t-shirts.

There is one product that Relan does indeed sell directly to consumers, however, the World Bag. According to the Relan website, 60% of each billboard sent in by a client is used to make client product. The remaining 40% goes into making its World Bag. Relan has this to say about it:

“Relan has designed a versatile World Bag that will be sold in the western world. For every World Bag sold, a slightly larger version will be built out of that remaining 40% and given away to someone in need. The thought is that people walk and bike in most 3rd world countries and a tough, waterproof bag would assist them in their daily lives.”

The World Bag demonstrates a sales model that has become very successful for companies like TOMS, where you “Buy one, get one…for someone else who needs it more than you.” It’s a very Robin Hood-like mindset that shows that Relan has a consideration for more than just making money or the environment, but also the people living in it.