Up-Fuse started as a pre-Master’s project by two friends, Yara and Rania, who shared a clear belief: work should stand for something. Looking for an alternative to the conventional corporate path, they chose to build a future rooted in creativity, responsibility, and impact.

Their love for handmade craftsmanship and material exploration shaped the foundation of the brand. While traveling, they collected souvenirs and named their backpacks after the cities they visited. Each one carried memories, stories, and identity. That personal ritual became the spark for creating travel companions that are meaningful, functional, and one of a kind.

At the heart of Up-Fuse lies a strong commitment to women empowerment and creating dignified work opportunities for marginalized communities. The brand was also born out of urgency, driven by an awareness of the devastating effects of plastic pollution and a determination to reduce waste in tangible ways.

In 2015, Lama joined as a partner, and together the three founders transformed an idea into action. Up-Fuse became an environmentally and socially conscious brand built on a slow-fashion model. The brand is designed to last, made responsibly, and produced ethically. By repurposing waste materials and supporting local artisans and women working under harsh conditions, Up-Fuse proves that fashion can be both thoughtful and bold.

Because sustainability isn’t a trend. It’s a responsibility.