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Slow Fashion Company To Transform Plastic Waste To Beautiful Products | |
| Radhika Laghate |
Up-fuse, a women-owned slow fashion brand based in Cairo, Egypt, is on a mission to transform plastic waste into beautiful products for a greener future.
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Up-fuse, a women-owned slow fashion brand based in Cairo, Egypt, is on a mission to transform plastic waste into beautiful products for a greener future. Since its launch in 2013, the eco-conscious brand has gained a global reputation for its social mission and now aims to engage the UAE market with its upcycled accessories and streetwear, offering direct-to-customer delivery.
The founders of Up-Fuse were inspired by a passion to reuse disposed plastic and other waste materials in Egypt. They were committed to making a powerful impact on the community through recycling and social initiatives and thus built a business concept focused on producing goods using only recycled and sustainable materials. They established a workshop and design studio to facilitate production and collaborated with local non-governmental organisations (NGOs) to support their ongoing social cause, particularly empowering local females and migrants from different parts of the Middle East.
Managing Waste And Environment
Up-fuse recognises the UAE's regional economic and political stature and its leading role in the sustainability sector. The brand aims to be a part of the country's narrative on waste management and viable environmental choices. Yara Yassin, the co-founder of Up-fuse, emphasises the importance of ecologically sound businesses and the need to change mindsets. The brand's mission is not only to reduce waste through production but also to physically demonstrate the transformation to the community, contributing to their success in Egypt and globally.
To further their efforts in the UAE, Up-Fuse has established a local distribution channel, reducing its carbon footprint and directly engaging with customers. Residents can now order unique bags, accessories, and more, all designed with purpose and a fashionable edge. The product range includes bum bags, cross bags, tote bags, wallets, passport holders, footwear, and laptop sleeves, each boasting bold pops of colour and modern design.
In addition to their commitment to sustainability, Up-Fuse creates jobs within the community by working with local NGOs to source waste materials and upcycle them into durable and stylish products. Over the years, they have recycled over 1 million plastic bags, 400,000 bottles, and 400 tyres, achieving significant milestones.
With sustainable packaging and prices starting at AED 40, Up-fuse's products are built to last and allow customers to support a cause while making a fashion statement. As the brand focuses its operations within the UAE, they are excited about the country's commitment to economic and social sustainability and their opportunity to evolve as a regional leader in the space.