Here’s how Up-Fuse is turning plastic waste into trendy fashion

Tell us what inspired you to launch Up-fuse.

My co-founder Lama El Khawanky and I grew up in Egypt and would always see trash dirtying the beautiful shores of Egypt and parts of Cairo and other cities. Unfortunately, the situation only got worse. The mission behind Up-fuse was to create a slow fashion, eco-conscious brand, which seamlessly transforms plastic waste into durable and stylish products for a greener future.

We wanted to be active participants in changing everyone’s mindsets revolving around environmental change but were also deeply passionate about creating a social impact in the community.

This was the driving factor that inspired us to finally take a huge leap and launch Up-fuse to create products using only recycled and sustainable materials while also supporting our community by creating jobs for the locals.

Tell us how you have contributed to the circular economy.

At Up-fuse, we seek to prove that ecologically sound businesses are not far-fetched concepts, as we adopted a business model that helps in reducing waste through production rather than the opposite. Our brand is focused on creating quality pieces that are timeless and designed for longevity to encourage our customers to reduce the need for frequent replacements for their wardrobes.

Every single item is upcycled and is produced using only recycled and sustainable materials to promote resource efficiency and waste reduction to contribute to a more environmentally conscious fashion industry.

So far, we have recycled over one million plastic bags, 400,000 bottles, and 400 tyres – a huge milestone and achievement for us. With our recent expansion in the UAE, we have also established a local distribution channel to reduce the carbon footprint.

What is your business model and how do you source your material and from where?

Since launching in 2013, Up-fuse has always been an eco-conscious e-commerce brand where all our products are available to purchase on our website and can be shipped worldwide.

We recently opened a physical store in El Gouna, a town in Egypt’s Red Sea region and have now expanded our online presence in the UAE by working with a startup called Yanzo, which is our local distributor.

We work with local non-governmental organisations (NGOs) across Egypt to source all our waste material from old tyres, plastic bags and bottles and then upcycle them into a variety of durable and stylish products.

We collaborate with informal and formal garbage collectors in Cairo and we sort, clean and store the materials in our production house. We also have a donation format where direct and business clients can donate their plastic materials on a monthly basis.

Finally, we work with factories that usually discard plastics of bad quality and use them in our production.

How do you support the communities you work with?

We constantly engage with our local community and empower businesses and organisations by working with talented, yet previously underappreciated, Egyptian artisans and migrants, the majority of whom are women, to help unearth talent and a sense of purposeful belonging.

With an aim to support the unprivileged locals and refugees in the handicrafts business, we collaborate with local NGOs to create jobs within the community.

How has the market responded to your product?

So far, we have received some great responses and positive feedback about our products from customers who are looking for new sustainable alternatives instead of conventional fashion. Our customers find the products to be functional and one-of-a-kind featuring unique designs. They feel good about their purchase because they love the message behind it.

Tell us about the bestsellers in your product range.

The Lolita Multi Way Bag (see right) has been our hero product and best-selling piece. It is made from 15 upcycled plastic bags and is definitely a must-have piece, as it can be dressed up or dressed down by wearing it as a cross-body or shoulder bag, or even as a clutch.

It also comes in various colours and designs to suit different styles and preferences. Our customers also love our range of small wallets, which are compact and made from three-five upcycled plastic bags, and laptop sleeves which are made from 20-25 upcycled plastic bags.

Any recent highlights for the brand?

Being a part of the United Nations Climate Change Conference 2022 (COP27) is definitely one of the notable highlights in our journey with Up-fuse so far.

We had the privilege to showcase our firm and provide upcycled goods as a verified supplier, which segued into opportunities to scale production and evolve as a regional leader in this space.

Another highlight would be getting the opportunity to work with local NGOs in Egypt who help us source most of the waste materials that can be recycled to create Up-fuse products.

We are part of the Adidas Run Campaign and provide runners with giveaways, connecting our community with runners to raise environmental awareness.

Lastly, we have enabled customised vocational training for the IOM (International Organization of Migration) for 30 women from Sudan, Syria and Egypt to educate them about sewing, plastic recycling and making bags.

How can we as consumers support the circular economy?

As consumers, we can choose to actively support the circular economy by making the conscious decision to purchase products from slow fashion brands that are designed to last and produced with high-quality craftsmanship.

It is important to realise the environmental harm caused by frequently purchasing items for your wardrobe. Rather, it is much more effective to invest in quality, timeless pieces that are versatile and last longer.

Supporting the circular economy simply means shifting mindsets and having a mindful approach to consumption.

Some of the other ways I feel we can be a part of the circular economy include embracing second-hand/pre-loved items, donating or recycling previous items, reducing throwaway culture by using items to their maximum potential and borrowing instead of buying things for limited usage.

What’s next for the brand?

Going forward, the plan is to continue investing into our mission of making an environmental and social impact that will put us on the path to being one of the leading sustainable brands in the UAE and strengthening our credible global reputation.

In addition, we will be launching a couple of new products this summer including bags, slippers, cover-ups and kaftans for our customers in the UAE who plan to travel or stay in the city.

We are very open to collaborations in the UAE and are excited to increase our presence and be a part of eco-friendly fashion conversations in the region.