A Walking Advertisement

Ever wonder what happens to old billboards? Probably not. But French entrepreneur Jean-Marc Imberton and designer Marie-Angèle Godot did, and what they found spurred them to action. "We realized there was a huge problem," says Imberton, of the giant polyvinyl chloride (PVC) advertising posters common to most cityscapes and beltways. "Their lifespan is very short and they're practically indestructible. Some of them stay up for months, others are used only for an evening. We wanted to give them a second life."

So their company, Reversible, decided to morph the everlasting stuff into a hip line of handbags and totes. Together...

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