In a nutshell, repurposing and upcycling are similar in that they are making changes to an existing product. The difference is that repurposing turns something old into a completely new product with a new use. Upcycling simply enhances a product while maintaining its function.

If the upcycled product tarnishes the reputation of the brand or causes trademark dilution, the original trademark owner may have grounds for legal action. For example, using authentic Chanel buttons to create costume jewelry and selling it as a Chanel product could lead to trademark claims.

Some of the earliest examples of upcycling include turning old clothing into aprons, rags, and cloths and sanding down the edges of broken jars or glasses to reuse them as flowerpots, utensil holders, and reusable paper towel holders. In many ways, upcycling is an Earth-minded trend that's still coming into its heyday.