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About this episode

In this episode, we sit down with Yara Yassin, Co-Founder of Upfuse, one of Egypt’s boldest and most original purpose-driven fashion brands. Born from a graduation project, Upfuse started with a simple mission: to turn plastic waste into meaningful, functional fashion and became a platform for self-expression, empowerment, and local impact.Yara walks us through the brand’s early journey. From sourcing materials in Cairo’s streets, to crafting the first Upfuse bags from recycled plastic, to being told by factory owners that “this isn’t how things are done.” She shares how she and her co-founder navigated production challenges, financial roadblocks, and an ecosystem that simply wasn’t built to support businesses like theirs.We talk about why Upfuse refused to compromise on design, how they balanced art and ethics, and what it took to turn experimental prototypes into retail-ready products. Yara also opens up about building brand equity, resisting tokenism, and what kept her going when she almost gave up.Founded in 2013, Upfuse continues to grow as a brand built on values, proving that sustainability, storytelling, and real functionality can exist in the same product.