Formerly Overlooked, Now Formr
by Sasha Plotitsa
The journey began with a midlife crisis and a desire to make a positive impact. After college, I worked with my father in real estate, focusing on interior design while he handled construction. On job sites, I was often shocked by the sheer volume of construction waste. When I questioned my father about it, he shrugged it off as a typical byproduct of construction, something that couldn’t be avoided. While true, this waste sparked a passion in me for sustainable building practices. I began prioritizing eco-friendly materials, and in San Francisco, a “green city,” clients appreciated the positive environmental impact.
At some point, I felt the urge to pursue a new venture, one that would allow me to create a more profound impact. While exploring various ideas, an Instagram post about a coffee table sparked inspiration: “Maybe I could make furniture.” But how could I ensure the business also made a difference? Reflecting on my experience with construction waste, I envisioned diverting debris from landfills and reincarnating it into furniture.
However, I wanted to do more than just reduce waste. I considered the struggles of formerly incarcerated individuals, many of whom face barriers to employment and struggle with recidivism. I saw an opportunity to provide meaningful work for this underserved population while addressing the environmental challenge. I merged these two causes into a socially responsible business model and named it Formr. The name represents several concepts: “formerly incarcerated,” “formerly waste,” and “form,” symbolizing design.
Formr’s mission is to create thoughtfully designed furniture using repurposed construction waste, providing a second chance to those who need it most. Each piece is carefully crafted, with attention to detail from the selection of raw materials to the cleaning and fabrication processes. Customers are often amazed by the transformation of discarded materials into beautiful, functional furniture.
Over time, we expanded our mission to support others seeking a second chance, beyond just those reentering society. This includes populations such as the formerly homeless, asylum seekers, former gang members, and anyone in need of a fresh start.
After over two years of developing this dual-purpose venture, I was ready to launch on March 11, 2020. However, the same day the WHO declared the pandemic, San Francisco issued the first Shelter In Place order. With the uncertainty of the pandemic and the economy, I considered closing the business. But after deep reflection and with the support of my family, I decided to persevere.
Formr now offers its own collection of furniture and decor through our website and in partnerships with stores. We also provide custom work for residential and commercial clients and are expanding into affordable housing and hotels. Additionally, we’re launching a Donation Collection, collaborating with different designers to create limited edition pieces, with profits benefiting various charities.
By combining sustainability, design, and social responsibility, Formr continues to make a positive impact on the environment and the lives of individuals who need a second chance.
Sasha Plotitsa is the founder of Formr located in San Francisco, CA. For more information or for custom work visit theformr.com or reach out at sasha@theformr.com
Resources for Deconstruction and Reclaimed Building Materials:
All for Reuse hosts an ecosystem map of deconstruction and reclaimed building material suppliers.
Interested in the policy and data side of deconstruction? Build Reuse has a Wiki with lots of great resources.
Upcoming Events
March 29 : Climate Ready Cotati Fair
We’re excited to be a part of the Climate Ready Cotati Fair with so many great organizations! We will have a Repair Coach on hand to fix your things and our amazing Bike Mechanic Kevin will be there fixing bikes. Or get something mended at the SRJC Fashion Department Mending Bar. Plus you can learn more about our upcoming events and how to get involved! Hope to see you there!
April 5 : Sausalito Repair Fair + Clothing Swap
Join us for our first Sausalito Repair Fair. If you have an item in need of repair you can register it at the link below. We will be downstairs in the Sausalito City Hall fixing things and swapping clothes. We can always use general volunteers in addition to Repair Coaches! If you’d like to get involved email volunteer@reusealliance.org or sign up here !
April 26 : Windsor Repair Fair + Clothing Swap
We will be back at the Huerta Gymnasium on April 26th for a Repair Fair, Clothing Swap and Reuse Fair. Find more details and register your item for repair at the link below. If you’re a reuse organization and you’d like to table at this event please reach out! And as always if you’d like to volunteer sign up here.
Opportunities
March 25 : Earned Revenue Streams Webinar hosted by the Tool Library Alliance.
March 27 : Deadline to apply for a Minnesota reuse grant from the MPCA.
March 28 : Prices go up for the Circularity Conference, April 29- May 1, 2025 in Denver, CO.
April 22 at 5:30 pm : How to Start a Creative Reuse Center Panel hosted at the East Bay Depot for Creative Reuse.
May 1 : Registration is open for the Zero Waste North Bay Symposium
Reuse in the News
The Petaluma Reusable Cup Pilot Results are in and you can read the whole report here. Next step - tell these companies to roll this program out nationwide.
Can AI Help the Deconstruction Industry and is it worth the massive amounts of energy AI requires? Maybe architects can just learn from this new book by Aaron Betsky instead?
Washington State is advancing several EPR bills and Maryland has completed an EPR needs assessment. What’s going on in your state?
Governor Newsom is delaying the SB54 Regulations. Let him know we need this landmark bill to move forward here.
Reuse to Amuse
It’s #mendmarch! Did you read about this delightful repair shop? Or get lost in Bookhou’s beautiful IG.
Like it or not wedding season is coming. If there was more reuse (like this story from India) we’d like it more!
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