Up-fuse is a socio and enviro-conscious brand founded in 2013. Their designs are produced uniquely out of upcycled plastic bags, bottles, and car tires.

Upfuse is a women-led brand that aims to support those less fortunate. They work with NGOs from all over Egypt to help create job opportunities. Their artisans are paid 60% more than they would have been paid doing traditional work.
Upfuse value social responsibility and transparency in production and working conditions while promoting the skills and talents of local artisans. Their mission is to create sustainable fashion that supports local communities, while raising environmental awareness and decreasing waste; turning problems into opportunities.