Up-Fuse

Founded in Cairo in 2013 by Yara and Rania, Up-fuse was born from a passion for material innovation and the need to repurpose plastic and waste in Egypt, aiming to create local products that generate environmental impact and transform Egyptian craftsmanship. In 2015, Lama joined as a partner, and together they built a brand centered on ethical production, slow fashion, waste reduction, and supporting local artisans, especially women facing difficult conditions.

Twelve years later, our mission and vision are stronger than ever. With 30 million tons of plastic waste generated annually in Egypt and the negative impacts of fast fashion, we believe upcycling is a key solution. It gives materials a second life, reduces pollution, conserves resources, and turns waste into valuable products.

Our Vision: To create sustainable fashion that empowers local communities and raises environmental awareness through waste management techniques, turning challenges into opportunities.
Our Mission: To become a leader in the fashion industry through sustainable practices, creating green opportunities for underprivileged communities, and reducing waste through recycling and upcycling. We are committed to producing timeless, practical, and unique pieces for individuals worldwide.