I dreamed I was a pile of shit

My grandmother once said, very dryly, "I dreamed I was a pile of shit" – took a sip of coffee, and moved on as if she had just said something completely normal. No explanation. No punchline. Just... a statement.
But in hindsight, it feels almost poetic. She was far from a pile of shit, but if anyone understood that nothing is truly waste, it was her.

Grandma – the OG of recycling

Long before we started talking about "circular economy" on LinkedIn, creating sustainability reports, and following circular influencers, my grandmother did the only logical thing: she threw almost nothing away. She was the queen of recycling, without ever calling it anything fancier than "wastefulness is idiotic."

She taught me:

• Buy quality, otherwise you only have yourself to blame when things break.

• Repair everything that can be repaired – clothes, furniture, relationships, life plans.

• Save "junk," not because you're a hoarder, but because you know that string, that jar, or that broken thing will one day be exactly what you need for something entirely different.

What we today call resources, material flows, and lifecycle – Grandma called "things you can use again."

Circular economy

Circular economy is about everything we use continuing to circulate: being repaired, reused, remade, broken down and becoming something new, instead of ending up in the trash after one go.
Grandma didn't need a model or a PowerPoint to grasp that. She just saw one thing: what we call trash is often just a lack of imagination.

Where others saw:

• Old jars → she saw future storage, flowerpots, or screw boxes.

• Pilled sweaters → she saw fabric scraps, patches, rags, doll clothes, cleaning cloths.

• Broken furniture → she saw spare parts, a new table, a new shelf, a new seat.

She was like a one-woman circular-economy lab, but with crochet hooks, a sewing machine, and a wildly imaginative and creative brain.

Creativity as a lifestyle – not a hobby

Grandma's creativity was never a hobby; it was a routine as natural as going to the toilet.

She might have smiled a little condescendingly at today's sustainability concepts:

• "Design for reuse? Oh, you mean not making things crappy from the start?"

• "Lifetime optimization? Yes, that used to be called 'don't throw away functional things'."

It was creativity that wasn't about making things pretty for Instagram – but about taking responsibility for the world, the wallet, and the next generation all at once. And for good measure, most of it would have been a hit on Instagram if she had been a bit more tech-savvy.

"I dreamed I was a pile of shit" – and why it's actually ingenious

If you think about it, that comment is brutally honest.
We live in a society where we produce, buy, use – and then treat things (and sometimes ourselves) like piles of shit. Disposable. Interchangeable. Wear and tear.

But what if we instead saw the "pile of shit" as:

• Something that can change form and be adjusted into something useful or beautiful.

• Something that can become nourishment for something new.

• Something that can help animals and nature thrive.

Circular economy Grandma-version: nothing is automatically worthless – just misplaced, misconceived, or prematurely discarded.

Grandma's legacy – less shit, more meaning

Grandma's way of life was really a big "fuck you" to the throwaway culture. She showed that:

• sustainability doesn't have to be perfect, just conscious.

• creativity often starts in what many others call trash.

• we are all part of a chain – and how we consume, repair, and reuse matters, every day.

So when we talk about circular economy, regen design, closed loops, and all that fancy stuff today – I think of her. Of the kitchen table full of fabric scraps, jars, old junk, and a woman who saw potential in absolutely everything.

And perhaps that's what she really meant by "I dreamed I was a pile of shit":
That even when you feel like a pile of trash – you are still raw material that can be adjusted and optimized. For something new. Something better. Something smarter.

Toilet paper is a single-use product that we ourselves do not need to think about reusing

I think we can agree that toilet paper is one of those products that we don't want to reuse. Firstly, it's quite unnecessary, and secondly, it would create a health risk. Toilet paper breaks down and can be used for soil improvement.

Empty toilet rolls can be used for many other things. Our wrappers, for example, can be used to wrap delicate vases or the coffee set that is never used but you don't have the heart to throw away. If you sort your waste correctly, both cardboard, cartons, and wrapping paper become new paper products.

We help you be creative

Grandma would have been disappointed if we didn't take responsibility and keep her creative reuse alive. Fortunately, I inherited a lot of her creativity and reuse mindset genetically. We will help you find different ways to reuse the residual products that come with buying toilet paper. It's not only good for the environment, it's fun and smart too!