Ciovita Pocket Companion

The Story Behind Our Upcycled Tube Project

Every inner tube carries a story. Many of these tubes have carried riders on countless journeys, group rides, solo missions, new adventures, and familiar routes.

But like all good journeys, tubes eventually come to an end. A puncture, a split, or simply the wear of time usually means one thing: landfill. 

At CIOVITA, we believe those stories should not end in the ground. They should live on.

Breathing New Life into Old Tubes

This belief gave birth to our Upcycled Tube Project, where waste is transformed into something purposeful, durable and beautiful. We collect used inner tubes from local bicycle shops and pass them on to Eunice, whose story you can read below. The patches, scuffs and serial numbers are left just as they are, reminders of the journeys these tubes have already taken and the life they once lived.

Eunice’s Hands, Eunice’s Story

The heart of this project beats in the skilled hands of Eunice, a machinist with decades of experience. Eunice does not just sew, she tells stories with every stitch. Her craftsmanship gives new purpose to discarded rubber while giving her the freedom to work from home, after years of waking before dawn to travel from Malmesbury to Cape Town. Now, with her own sewing machine, she transforms yesterday’s waste into tomorrow’s keepsakes, all while reclaiming hours of her day for herself and her family.

More Than Products, A Responsibility

For us, sustainability is not a trend, it is a responsibility. From sourcing recycled fabrics for our performance apparel to rethinking how cycling’s byproducts can be repurposed, we are committed to reducing waste and protecting the planet that gives us the landscapes we ride through.

Every upcycled product is more than an accessory, it is a story of resilience, of journeys past, and of a shared commitment to ride with purpose.

Style: CRA018