women refugees upcycle plastic into apparel for egyptian brand up-fuse

up-fuse empowers women and the environment

On a quest to enact a positive impact, Up-Fuse aims to redefine slow fashion as high-quality and competitively priced in a country where sustainability is a novel concept. From repurposing plastic waste and tires into a range of high-quality fashion items, including laptop sleeves, wallets, clothing, and shoes, the brand weaves sustainability into every stitch. Since inception in 2013 in Cairo’s ‘garbage city’, Up-Fuse has successfully repurposed over 2 million plastic bags, 800,000 plastic bottles, and 800 car tires into sustainable apparel and accessories.

Special emphasis is placed on empowering underprivileged refugees and women through tailored vocational training programs, equipping them with the skills to create their own products from scratch, opening avenues for potential employment within the company or fostering self-sufficiency and entrepreneurship. The social enterprise was a part of Cairo Design Week this year, exhibiting and selling an array of their vibrant products.

all images courtesy of Up-Fuse

the social enterprise has recycled over 2 million plastic bags

The process begins with collecting plastic waste from Cairo’s streets, sorting it based on various colors and melting points, and cleaning and compressing it under specific temperature conditions. Alongside this, Up-Fuse extracts the central portion of damaged car tires rescued from burning, minimizing resulting harmful emissions, and turning them into the shoe soles. Subsequently, the plastic elements are cut into standardized dimensions to accommodate Up-Fuse’s machinery, worked into Polyester threads with cotton. Skilled artisans then collaborate with the design team to handcraft the products’ original shapes using seven layers that are sewn together, culminating in the creation of the final fashion products.

Led by Lama El khawanky, Zahra Yehia, and Malak Rasha Tag, Up-Fuse’s products have garnered popularity in Europe, the UAE, and Egypt, where they have not only mitigated plastic waste but also heightened awareness on recycling and sustainable lifestyles. In addition to their environmental impact, the group has played a pivotal role in empowering women by offering employment opportunities. The group’s sustainability efforts have been recognized with awards and features, including the UN Environmental award, while collaborations with COP27 highlight their leadership in sustainable fashion for positive environmental, social, and economic impact.

Up-Fuse’s Blue Confetti Folder laptop sleeve

SS23 collection: fabric made out of recycled plastic bottles threads and sustainable cotton

Egyptian Actress Dorra in collaboration with Haute couture house ‘Kojak’

in collaboration with Nestlé, a jewelry line made out of recycled gold plated metal and recycled plastic caps

plastic bags compiled after cleaning and pressing process

migrants and refugees during vocational training 2022 sponsored by IOM

co-founder Yara introduces Up-Fuse

vocational training

Up-Fuse’s artisans

recognition by Forbes

project info:

name: Up-Fuse
design team: Lama El Khawanky, Zahra Yehia, Malak Rasha Tag

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edited by: ravail khan | designboom