Modon Holding posts AED 2.1bn net profit in H1 2025    Egypt's Electricity Ministry says new power cable for Giza area operational    Egypt exports first high-tech potato seeds to Uzbekistan after opening market    Egypt's Al-Sisi, Italian defence minister discuss Gaza, security cooperation    Egypt's FM discusses Gaza, Nile dam with US senators    Aid airdrops intensify as famine deepens in Gaza amid mounting international criticism    Health minister showcases AI's impact on healthcare at Huawei Cloud Summit    On anti-trafficking day, Egypt's PM calls fight a 'moral and humanitarian duty'    Federal Reserve maintains interest rates    Egypt strengthens healthcare partnerships to enhance maternity, multiple sclerosis, and stroke care    Egypt keeps Gaza aid flowing, total tops 533,000 tons: minister    Indian Embassy to launch cultural festival in Assiut, film fest in Cairo    Egyptian aid convoy heads toward Gaza as humanitarian crisis deepens    Culture minister launches national plan to revive film industry, modernise cinematic assets    Sudan's ambassador to Egypt holds reconstruction talks on with Arab League    I won't trade my identity to please market: Douzi    Sisi calls for boosting oil & gas investment to ease import burden    Egypt welcomes 25-nation statement urging end to Gaza war    Sisi sends letter to Nigerian president affirming strategic ties    Egypt, Senegal sign pharma MoU to unify regulatory standards    Two militants killed in foiled plot to revive 'Hasm' operations: Interior ministry    Egypt, Somalia discuss closer environmental cooperation    58 days that exposed IMF's contradictions on Egypt    Egypt's EHA, Huawei discuss enhanced digital health    Foreign, housing ministers discuss Egypt's role in African development push    Egypt reveals heritage e-training portal    Three ancient rock-cut tombs discovered in Aswan    Sisi launches new support initiative for families of war, terrorism victims    Egypt expands e-ticketing to 110 heritage sites, adds self-service kiosks at Saqqara    Egypt's Irrigation Minister urges scientific cooperation to tackle water scarcity    Palm Hills Squash Open debuts with 48 international stars, $250,000 prize pool    On Sport to broadcast Pan Arab Golf Championship for Juniors and Ladies in Egypt    Golf Festival in Cairo to mark Arab Golf Federation's 50th anniversary    Germany among EU's priciest labour markets – official data    Paris Olympic gold '24 medals hit record value    A minute of silence for Egyptian sports    Russia says it's in sync with US, China, Pakistan on Taliban    It's a bit frustrating to draw at home: Real Madrid keeper after Villarreal game    Shoukry reviews with Guterres Egypt's efforts to achieve SDGs, promote human rights    Sudan says countries must cooperate on vaccines    Johnson & Johnson: Second shot boosts antibodies and protection against COVID-19    Egypt to tax bloggers, YouTubers    Egypt's FM asserts importance of stability in Libya, holding elections as scheduled    We mustn't lose touch: Muller after Bayern win in Bundesliga    Egypt records 36 new deaths from Covid-19, highest since mid June    Egypt sells $3 bln US-dollar dominated eurobonds    Gamal Hanafy's ceramic exhibition at Gezira Arts Centre is a must go    Italian Institute Director Davide Scalmani presents activities of the Cairo Institute for ITALIANA.IT platform    







Thank you for reporting!
This image will be automatically disabled when it gets reported by several people.



Up-fuse, Farahzada El Shihy create ‘The Ripples'
Farahzada turns any waste into coveted accessories
Published in Daily News Egypt on 24 - 03 - 2019

Plastic waste is a global dilemma which multiple entities are trying to control. With marine life suffering the most from unrecycled waste, many already advocate cutting down universal plastic production. Nonetheless, handling the current amount of unprocessed plastic remains to be a threat to nature everywhere.
Today, the civilized world produces nearly 300m tonnes of plastic every year, half of it is for single use. More importantly, more than 8m tonnes of plastic is dumped into oceans annually. Furthermore, a study recently suggested that the total amount of plastic ever produced around the world is 8,300m metric tonnes. While tycoon brands, such as Burberry, have already promised to gradually eliminate plastic from its operations in the near future, other innovators are taking a more pro-active approach.
Up-fuse is not only a conscious fashion brand which advocates a wearable solution to the environmental dilemma, but it also introduces contemporary fashion statements. Known for their upcycled handbags and eco-friendly products, the team behind Up-fuse joined forces with one of the country's most known young artists to create a colourful capsule collection.
“We have been following Farahzada El Shihy's work for a while,” said Yara Yassin, Up-fuse's co-founder and design director. “She has a very different and unique work aesthetic, which really adds to what Up-fuse does. Therefore, we decided to approach her as an emerging designer in the scene.”
Known for her minimal illustrations and tribal references, El Shihy was a natural choice for the brand's debut collaboration. The artist was encouraged to bring her unmistakable aesthetic to the ecological collaboration. Together, the two local talents brought The Ripple Collection to life. Made of plastic waste and decorated with doodles, the outcome is young, practical, and effortless.
With El Shihy's ability to turn any average medium into magical art and Up-fuse's ability to turn waste into coveted accessories, The Ripple Collection provides a wide range of sustainable bags, from a shoes bag to a gym bag, a shopping bag and a waterproof laundry bag.
“El Shihy is a young talented artist. We believe that it is always good to work with designers from other fields and backgrounds. Also, her illustrative art designs have added uniqueness to an up-cycled bag that is not only functional, but also trendy and in style,” explained Yassin.
Mainly depending on a black colour pallet, the collection embraces hints of vibrant colours. Yellow, pink, and blue attracts a fresh clientele, who is searching for daily fashion companions. Meanwhile, El Shihy's illustrations take the centre stage.
According to Yassin, the main design elements in this collection come from Up-fuse's brand book, inspired from up-cycled material together with El Shihy's tribal effect. Made entirely out of plastic bags, the collection advocates reducing waste as well as nurturing a more conscious attitude toward pollution. “Around 2,500 plastic bags were used in producing The Ripples collection. On the other hand, the collection is produced by 10 female artists; four of whom are Syrian migrants,” shared Yassin. With that said, Up-fuse has already managed to turn 18,000 plastic bags into fashion-forward accessories during the past year."
In parallel, the fashion brand has also supported 50 women by giving them a sustainable source of income. Due to their commitment to their community, the founders of Up-fuse are determined to identify, train, and hire women in need. Their workshop mainly consists of females who financially support their households.
Founded by Yassin and Rania Rafie, then later joined by Lama El Khawanky, Up-fuse embraces sustainability as a core value. Together, the three leading ladies combine their mixture of expertise to balance environment-friendly innovation and fashion.
As true pioneers, the founders were the first to introduce upcycled fashion to the local market. While the initial reaction might have been apparent reluctance, the founders can already sense the difference. “The local perception of upcycled fashion is still growing, but we are very optimistic with The Ripples collection to change the perception of just functional upcycled bags to fashionable and in style upcycled bags,” shared Yassin.
Accordingly, the brand is currently considering multiple expansion plans. First, they plan to collaborate with more artists in the near future in order to further support emerging talents as well as add a new look and feel to their products. Second, they are also contemplating the possibility of expanding into jewellery soon.


Clic here to read the story from its source.