Not Paper Cup | Instant Noodle

PUEBCO is a Japanese lifestyle brand founded in Tokyo in 2007 by designer Hirotaka Tanaka. At its heart lies a quiet but radical idea: that usefulness and beauty can be found not in perfection, but in imperfection—in the worn, the repurposed, the unfinished. Through this philosophy, PUEBCO transforms industrial and recycled materials into practical objects that carry with them the texture and weight of time.

The brand draws deeply from the Japanese aesthetic of wabi-sabi, which finds beauty in the incomplete, the weathered, and the transient. Rather than polishing away the marks of history, PUEBCO chooses to preserve them. Its products—crafted from surplus parachute fabric, military canvas, reclaimed plastics, and aged metals—are purposefully made to show their origins. Frayed edges, faded colours, dents, and scratches are not flaws, but integral parts of the design. Each item reflects the journey of its materials, offering a sense of continuity between past and present.