"People do not buy products . . . 'but meanings.
People use things for profound emotional, & sociological reasons as well as utilitarian ones' "
"That meaning can be changed by positioning that object as another kind of object:
a formerly workplace product like a computer as a household product instead"
I think thats what you see happening with the Up-Cycling culture in South Africa.
The plastic bag is no longer something to be gotten rid of it becomes something to cheris & celebrate
PERHAPS MORE IMPORTANTLY IN THIS SPECIFIC CASE
IT TRANSFORMS FROM EBING A UTILITARIAN OBJECT TO A DECORATIVE ONE