From Humble Beginnings to Global Recognition:

Inspired by the ever-present plastic waste marring their beloved Egypt, Yassin and El Khawanky envisioned a brand that combined slow fashion principles with eco-friendly practices.

Focusing initially on upcycling plastic bags into bags, their product range gradually expanded to include wallets, laptop sleeves, and footwear made from recycled materials. This dedication to both product innovation and sustainability resonated, earning them recognition from the World Bank’s WeMENA competition and the United Nations Environment Programme. Up-Fuse has since expanded beyond direct-to-consumer sales to serve businesses as well, demonstrating their commitment to wider ethical and sustainable impact.

Overcoming Challenges, Empowering Communities,

Up-Fuse’s journey hasn’t been without its hurdles. As pioneers in the eco-friendly product market, they faced the challenge of raising awareness about the benefits of their products. Additionally, securing funding, stabilizing product quality, and navigating initial anxieties were early obstacles. Throughout, they prioritized product innovation, focusing on balancing price competitiveness with eco-friendly design.

Despite these challenges, Up-Fuse’s core mission remained steadfast: empowering individuals and communities. They source materials from local NGOs, collaborating with waste collectors and partnering with factories to reduce waste and create valuable employment opportunities. Up-Fuse’s workforce comprises over 50 individuals, 90% of whom are women, including refugees and migrants. Beyond offering jobs, they actively engage the community through vocational training programs, equipping individuals with skills in sewing, plastic recycling, and bag making. Up-Fuse has even partnered with international organizations like IOM, UNHCR, and Erasmus to provide training to women from various countries.

Aisha, a single mother from Sudan, beams as she talks about her experience at Up-Fuse.

Up-Fuse’s story extends beyond numbers and statistics; it’s about empowering individuals like Aisha and building a brighter future for all.

Beyond Borders: A Vision for a Greener Future:

Up-Fuse’s success transcends geographical boundaries. They’ve expanded their online presence to the UAE and are actively seeking social investors to further their reach into Europe and the Gulf region. Their participation in COP27, the United Nations Climate Change Conference, further solidified their commitment to tackling global environmental challenges.

Additionally, 2023 saw Up-Fuse sweep the Hivos, Alfanar, and Nahdet el Mahrousa awards, a testament to their remarkable achievements.

Up-Fuse recognizes the power of consumer choices in fostering a circular economy and actively educates customers about the environmental impact of fast fashion, encouraging them to embrace sustainable alternatives.

Looking Ahead: A Journey of Continuous Growth:

Up-Fuse’s journey is a testament to the power of innovation and social responsibility. As they move forward, they plan to solidify their position as a leading sustainable brand in the UAE by introducing new summer collections and fostering collaborations. Their story serves as an inspiration to aspiring entrepreneurs, demonstrating that resilience, long-term partnerships, and diversified services are key to navigating the green business landscape. Up-Fuse is a shining example of how a company can weave together environmental consciousness, social empowerment, and economic viability, paving the way for a more sustainable future, one upcycled creation at a time.