HOW IT HAPPENED

BRAND STORY

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 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 Egyptian handcrafts became very appealing.

With much sweat and support the abstract idea manifested into an environmentally-conscious social-enterprise that applies a slow-fashion model, reducing waste through ethical production and supporting local artisans and women who endure harsher conditions.

THE MATERIAL

Our material is sustainable, unique and we LOVE it! After the raw material is collected, it undergoes a 3-step sanitization process using specific detergents and a special washing machine adopted by upfuse especially for this purpose.

The materials are then hung to dry in the Egyptian bacteria-killing sun as a further precautionary and environmentally respectful step.

With the help of our keen, artisan ladies at Roh Al Shabab NGO, the raw materials are processed into our upfuse fabric sheets by compression through yet another machinery refined by our brand.

HOW WE OPERATE

ENVIRONMENTAL IMPACT

01 Recycling

Upfuse has upcycled over 250,000 plastic bags since it initiated. The process begins with collecting disposed plastic bags and plastics production waste through sustainable collaborations between the brand and Cairo Garbage City, plastic production factories and plastic bag donations from the wonderful people who believe in a greener earth.

02 Manshiyat Nasser Landfill

Known as Cairo Garbage City and is the world’s largest garbage village that is home to over 60,000 Zaballeen – garbage-collectors. They are entrepreneurial garbage workers who have achieved the most efficient waste disposal system worldwide, recycling over 80% of their daily collected garbage which accounts to 3000 – 4000 tons daily, while developed cities and multinational waste disposal corporations recycle only 20 – 30 percent of what they collect, leaving the rest to rot in giant landfills.

Undoubtedly the Zaballeen’s industrious and innovative recycling practices are gaining international and national interest as well upfuse’s collaboration and support.

HOW IT HAPPENS

MEET OUR TEAM

These are the people we cherish,
The ones who made our dream a possibility.

WHO THEY ARE,
WHAT THEY DO!

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  • FOUNDERS

    Rania K. Rafie – CO-FOUNDER – Rania has been and will always been the support system behind up-fuse. She started the business in 2013 with Yara and now she is witnessing the great success up-fuse is undergoing.

    Yara Yassin – CO-FOUNDER & MARKETING DIRECTOR – Yara has enough passion, energy and ideas for multiple entrepreneurs! Ever since she enrolled in the International Organization for Migration to empower women through product design, she has found her passion for sustainability. Yara is always eager to get things done and is always making sure things are running as they should. She is THE person we go to whenever we need to turn ideas into actions – always ready with creative plans for any abstract thought we might have.

    Lama El-Khawanky – PARTNER & PRODUCTION MANAGER – Lama is responsible for all the magic happening in our studio. She’s the face behind our production process; from designing to prototyping, and finally bringing our creations to life. She loves exercising, coffee, and a good snack. Lama is one of the most determined people you’ll meet. She knows exactly what she wants and won’t spend time beating around the bush. Whenever we need an honest take on any idea or suggestion, Lama is the one we look for.

  • Production

    Yara, Rania and partner Lama are the brand’s driving force. Their vision, passion, determination, entrepreneurial minds and design skills gave birth to this world of upfuse and their efforts sustain the brand’s growth. Whether it’s designing, overlooking production, managing the brand and its collaborations with the NGOs or catering for the needs of their teams, they do it whole-heartedly!

  • Communication

    Yara, Rania and partner Lama are the brand’s driving force. Their vision, passion, determination, entrepreneurial minds and design skills gave birth to this world of upfuse and their efforts sustain the brand’s growth. Whether it’s designing, overlooking production, managing the brand and its collaborations with the NGOs or catering for the needs of their teams, they do it whole-heartedly!

  • You Up-fusers

    All of what we do is inspired by YOU. We believe in you, we salute you, and celebrate you. Why? At Up-fuse, we’re fascinated by the little quirky bits and pieces of everyone around us. Each member of our team, each of our loved ones, and each random passerby strikes us as unique. We wanted to create ethical fashion that celebrates just that; the uniqueness of each and everyone on this beautiful planet – Earth. Every Up-fuse creation you carry is unique just like you; it’s handmade out of an upcycled material that surprises us with each batch we finish. Every Up-fuse creation is a reminder to celebrate yourself and look after this Earth that we all share.

how can you help us
We believe that our actions and yours make a big difference

Our Achievements & Pride

  • 3

    NGOs Supported

  • 50+

    Job Opportunities

  • 550k+

    Plastic Bags Recycled

AWARDS