Egypt's UpFuse Collaborates With Nestle on Upcycled Jewellery Line

Up-Fuse - the Egyptian brand that’s transformed over 1.35 million plastic bags and more than 800,000 plastic bottles from trash to treasure - has just released a jewellery collection in collaboration with Nestlé Pure Life.

The capsule collection is the brand’s debut foray into the jewellery game, and features gold-plated metal work combined with hues of blue, purple and pink from the revamped plastic waste. Upcycling over 20 kg’s worth of Nestlé plastic bottles into wearable art, each piece is crafted entirely by hand and takes about two to three hours to create.

The Organic necklace is a bold, statement piece constructed from giant gold-plated and acrylic links, and it’s founder Yara Yassin’s favourite of the lot. The designs range from bold outfit-makers like the Organic necklace as well as more understated outfit-completers which make perfect staples for your personal collection.

Yassin told SceneStyled how Nestlé approached with a vision to create something out of their plastic bottles, and from there Up-Fuse initiated the idea of creating a unique jewellery collection. Working closely with the ‘Tazgah’ jewellery workshop in Fustat, Up-Fuse and Nestle conceptualised and realised the gorgeous collection in a process Yassin describes as “100% collaborative” between the three parties.

“Speaking very honestly, I’m very happy with the initiative Nestlé took. It wouldn't have been possible without their support and guidance. It’s been inspiring working with them, and really it’s a must for big corporations like Nestlé to be interested in these kinds of projects.”

The pioneering brand embarked on their mission of sustainability a decade ago in 2013. “It was a lonely start,” admits Yassin, “but now Egypt is seeing a surge in sustainability-focussed design and production.”

“Unconsciously we created a cult following,” Yassin stated. She’s delighted that other Egyptian creatives are following suit and creating products out of waste, or championing sustainability in other ways. She’s even unperturbed by copycats; any enthusiasm for the cause as something to celebrate according to her.

In Up-Fuse’s view, their biggest achievement is the way they’ve springboarded and inspired others’ journeys in sustainable fashion. From creating job opportunities for women, to providing a platform for independent technicians and artists to produce handmade products they wouldn’t have the resources to create alone, Yassin is “very very proud of the impact Up-Fuse has had on sustainability and the community it has created,” looking forward to further fostering a green and sustainable future.