Up-fuse is a Cairo-based brand and social enterprise founded in 2013 by Yara and Rania, driven by a passion for material exploration and the need to repurpose plastic and waste in Egypt. Recognizing the opportunity to create a local product that could transform Egyptian handcrafts, they aimed to make an environmental impact. In 2015, Lama joined as a partner, and together, they built a brand focused on ethical production, slow fashion, waste reduction, and supporting local artisans, especially women facing challenging conditions.
12 years later, our mission and vision are stronger and clearer than ever. With 30 million tons of plastic waste generated annually in Egypt and the fast fashion industry’s negative impact on the environment and social issues, we believe upcycling is a key solution. It gives materials a second life, reduces pollution, saves resources, and transforms waste into valuable products. Now more than ever, it's about doing what’s right and feeling good about it. We have both a responsibility and an opportunity to protect our planet and support our communities.
Mission and Vision
Our vision is to create sustainable fashion that supports local communities while raising environmental awareness through various waste management techniques, turning problems into opportunities.Our mission is to become a leader in the fashion market through sustainable practices by creating green opportunities for underprivileged communities and reducing waste through recycling and upcycling strategies. We strive to produce timeless, practical, and one-of-a-kind pieces that serve unique individuals all over the world.
Garbage Dreams
"Garbage Dreams" follows three teenage boys born into the trash trade and growing up in the world's largest garbage village, on the outskirts of Cairo. It is the home to 60,000 Zaballeen, Arabic for "garbage people." Far ahead of any modern "Green" initiatives, the Zaballeen survive by recycling 80 percent of the garbage they collect. When their community is suddenly faced with the globalization of its trade, each of the teenage boys is forced to make choices that will impact his future and the survival of his community.
Credit: Garbage Dreams for the video. This content is sourced from the internet and is not owned by Up-fuse.
DISCOVER OUR HISTORY
"IN A WORLD OF EXCESS, WE BELIEVE THAT NOTHING IS EVER WASTED"
