Rainfall runoff becomes contaminated as it passes over urban land. Billions of gallons of water can be recovered for beneficial uses if urban stormwater is properly controlled and treated. The Storm and Combined Sewer Program of the United States Environmental Protection Agency Office of Research and Development has continuously supported the development and demonstration of stormwater control systems and treatment processes. Water quality of the treated storm runoff can meet the required standards for subpotable usage. Current urban stormwater control and treatment technology are discussed, leading to the feasibility of urban stormwater reuse for various purposes in industry, irrigation and recreation. A hypothetical case study illustrating the cost effectiveness of reclaiming urban stormwater for complete industrial supply is presented.