Ten thousand years is not enough time for vulcanized rubber to decompose in a landfill. We don’t want to wait. Pushing the clock forward, we believe that an inner tube hits its half-life the moment its usefulness in a tire has expired. This is the point where we take over and reanimate the tire tubes giving them new life as a handmade product from Costa Rica.

At Tru Ekology we are doing our small part by thinking globally and acting locally to preserve our habitat. Let’s face it, the Apocalypse is now and the Four Horsemen are Mobile, Exxon BP and Shell. Diabolical consumerism propagated by an attitude of entitlement has spun the world off its axis. When individuals believe that destroying the Gulf of Mexico with a million gallon per day crude oil spill is acceptable because they “deserve” to drive a gas guzzling SUV, we are all doomed. Rather than take everything we can grab, the philosophy of Tru Ekology is to reanimate and share. Just as Clint Eastwood said in the western The Unforgiven: " Deserve's got nothing to do with it." Sure, we may be radical and half-baked. So what? Meet us half way. We believe that reanimated products are not just green, reanimated products are as sexy as vampires on the first night of a full moon.

It Takes two 2B Tru, so if you feel the same way that we do please collaborate by ordering a Tru Ekology Handmade product. You can also send us your pattern, design or idea and we will make it for you from recycled tire tubes. Together we can make a difference - us and you. That’s why we say, “It takes two 2B Tru”.