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 of 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.