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.
DISCOVER OUR HISTORY
"IN A WORLD OF EXCESS, WE BELIEVE THAT NOTHING IS EVER WASTED"
