Up-fuse is a fully-fledged Cairo-based cult brand and social enterprise created in celebration of You and this beautiful planet — Earth.

In 2013 Up-fuse started with Yara and Rania’s passion for material exploration and a need to reuse the disposed plastic and other waste in Egypt. The duo realized the capacity to go beyond making an environmental impact and the idea of designing and producing a local product that revolutionizes the Egyptian handcrafts became very appealing.

In 2015, Lama joined as a partner. The three girls changed that abstract idea and it manifested into an environmentally and socially conscious brand which applies a slow-fashion model, reducing waste through ethical production and supporting local artisans and women who endure harsh conditions.

Now in 2021, we’ve expanded our up-cycling process and product range, adding plastic bottles and tires to create new and interesting fashion pieces and footwear.