Every year, millions of trees are cut down and wasted—when they could be repurposed into valuable, sustainable products. In this episode of the Conscious Design Podcast, host Ian Peterman speaks with Paul Hickman, founder and CEO of Urban Ashes, about the untapped potential of urban wood recycling. Paul shares how urban wood waste has both environmental and economic consequences and explains how repurposing fallen trees can sequester carbon and reduce emissions. He discusses how Urban Ashes is building scalable recycling systems and partnering with municipalities to create circular economies that keep valuable materials in use. Additionally, Paul highlights the importance of providing career opportunities for formerly incarcerated and justice-impacted individuals, ensuring that sustainability efforts also contribute to social equity. 𝗡𝗼𝘁𝗮𝗯𝗹𝗲 𝗠𝗼𝗺𝗲𝗻𝘁𝘀 00:00 Guest Introduction 00:32 Paul’s Journey into Urban Wood Recycling 04:41 The Birth of Urban Ashes & Defining Urban Wood 08:13 Challenges & Opportunities in Urban Wood Utilization 17:56 Scaling Urban Ashes & Industry Impact 20:00 Embracing Imperfections & Collaborating with Municipalities 33:36 Urban Mills, Municipal Partnerships & Tree Services 37:48 Carbon Footprint, Sustainability & Dealing with Urban Tree Challenges 44:42 Innovations & Future of the Urban Wood Industry About Paul Hickman and Urban Ashes Paul Hickman, founder and CEO of Urban Ashes, has over 25 years in the urban wood industry, transforming reclaimed wood into sustainable products. He began his career in the scenic arts as a designer, production, and project manager. Starting as a sign painter at 15, Paul developed a passion for design, blending salvaged materials with audio, video, and lighting elements. By 1992, he was leading design and production as graphics director at a national scenic arts firm. In 1998, he joined EcoTimber, contributing to early LEED standards in green building. In 2000, Paul launched his own design firm, specializing in sustainable materials and non-toxic finishes for residential and commercial furniture and spaces. When the emerald ash borer hit SE Michigan in 2002, he co-founded the original Urban Wood Project to repurpose the fallen trees. Later, he launched Urban Ashes as a manufacturer of picture frames and furniture, expanding nationally while creating jobs for formerly incarcerated and justice-impacted youth. Since 2019, Paul has focused on working with municipalities and other companies to establish urban wood recycling systems and increase the markets for urban wood to create social equity, economic diversity, and environmental sustainability across the country. Paul champions opportunities for disadvantaged communities, diverting wood from the chipper, and increasing carbon sequestration. Recognized as a thought leader, he shares his insights and experiences on circular economies, urban wood utilization, and carbon sequestration, inspiring sustainable practices for a more equitable world. Urban Ashes establishes recycling systems and builds markets to maximize urban wood utilization nationwide. Learn More about Paul Hickman and Urban Ashes Linkedin: https://www.linkedin.com/in/paulmhickman/ Instagram: https://www.instagram.com/urbanashes Website: https://www.urbanashes.com/ Youtube: https://www.youtube.com/@urbanashes Learn More about Conscious Design YouTube Channel: http://bit.ly/3sG7VEi Blog: https://bit.ly/3kltV6s Conscious Design Book: https://www.amazon.com/dp/B09KNMN9BT Join our Newsletter: https://bit.ly/2U8IlMS Visit our website: https://www.petermanfirm.com/ We created this content so that creative entrepreneurs like you can integrate social and environmental responsibility into your brand’s DNA through #ConsciousDesign. Ian Peterman, the leading expert in Conscious Design, hosts the Conscious Design podcast and is the co-author of the book "Conscious Design."
