Concept: Giving New Life to Old Treasures

The Inspiration

During the early days of the COVID-19 pandemic, while living in San Francisco, I found myself with more time at home and a desire to stay creatively engaged. Reflecting on the immense amount of waste generated each year—300 million tons ending up in U.S. landfills alone—I began to imagine how old objects could be transformed into something fresh and desirable.

That’s how Asnew was born: a highly curated online marketplace dedicated to upcycled home décor and furniture. The name “Asnew” is inspired by the phrase “good as new,” embodying the idea of breathing new life into forgotten pieces.

The Concept

Asnew celebrates sustainability, creativity, and design by showcasing unique objects that have been:

• Repurposed: Prototypes and samples from artists and artisans that didn’t make the “A-Stock” cut but are still one-of-a-kind treasures.
• Reclaimed: Signature pieces made using recycled or reclaimed materials.
• Restored: Old furniture and décor that have been tastefully refinished to reflect modern aesthetics.

Every item tells a story—about the creator, its origin, and the creative process. Asnew is more than a marketplace; it’s a platform for discovery and inspiration.

The Website

The Asnew website was designed to feel like the lovechild of Restoration Hardware, CB2, and Melrose Trading Post—a blend of sophistication, creativity, and approachability.

Design Philosophy:

• Traditional Serif Fonts: Representing timeless craftsmanship and heritage.
• Playful Accents: Pops of neon pink and yellow to reflect the creativity and renewal of upcycling.
• Curated Aesthetic: A clean, modern design that evokes inspiration and joy while shopping.