BEHIND THE BRAND

R-Coat is an upcycling brand based in Trieste, Italy. Born from a commitment to sustainability and creativity, we believe in the magic of transforming discarded materials into something new and beautiful. We see potential where others see waste, proving that with creativity and innovation, trash doesn’t exist.

OUR STORY

The idea for R-Coat came in 2018 when our founder, Anna Masiello, dove headfirst into the zero-waste movement and started seeing value where others saw trash — like broken umbrellas! While studying for her master’s in Environmental Sustainability, she became passionate about reducing waste, which sparked her creativity in exploring new ways to approach sustainability.

Strolling through the streets of Lisbon, she kept spotting broken umbrellas tossed aside and had a lightbulb moment: why not turn these discarded items into something beautiful? With no sewing experience, she grabbed a sewing machine and taught herself through online tutorials, creating the very first R-Coat. Want to see it? Click here!

After sharing photos online, the response was immediate – people loved the idea and began placing orders. More than that, they wanted to know where to send their broken umbrellas, sparking a clear message: there was a need for both a recycling service and a sustainable brand that resonated with people’s sustainable values.

As R-Coat expanded, Anna teamed up with local artisans and professionals to refine the project, design and craftsmanship, ensuring each piece was high-quality, sustainable, and made to stand out.

Today, R-Coat is a global brand, a testament to the power of community, creativity, sustainability and innovation.