LIONESS WEEKENDER COVER STORY
Reform Studio was founded by Hend Riad and Mariam Hazem, an internationally awarded lifestyle brand based in Cairo, Egypt. Directly after the 2011 revolution in Egypt, they were excited to be part of the great change around them, eager to make a stand and to make a difference, and this is how Reform Studio was born.
The feeling of responsibility towards serving their society and environment gave Hend Riad and Mariam Hazem the motivation to try to solve some of the major problems around waste in Egypt; the end result was their invention of a new and exciting fabric called “Plastex”. After graduation, they focused their efforts on design research and development and they founded their business, Reform Studio, back in 2012. Reform’s main goal is to design for a cause, to design creative responsible products that benefit the environment, and have a positive impact on society and community.
Reform promotes sustainable luxury through designing a whole range of high-end, eco-friendly fashion accessories, furniture and home accessories. All the designs are made with the brand's invented material, Plastex, which is a 100% eco-friendly, handmade fabric that translates the need for environmental sustainability. The fabric is made out of waste plastic bags interwoven with cotton threads or polyester threads. The focus of this innovation lies in transforming discarded waste plastic bags into a new raw material that has environmental, social and economic benefits, through using feasible manufacturing techniques. The entire production process of the fabric is 100% eco-friendly as Reform Studio does not use any chemical components or toxic fluids. Plastex was officially tested at the National Center for research, and it was proven to be strong, durable, water-resistant, could be stretched double its size, and hold more than 50kg.
Mariam Hazem pitching her business to investors in the UK at Start-up Night Africa! London hosted by Lionesses of Africa and UK DIT as part of the UK-Africa Investment Summit 2020.
Reform has it's own workshop in Cairo where the production and upcycling happens. Socially, the Brand took on the task of reviving the weaving industry in Egypt, with its main goal to restore an old craft that is on the brick of extinction. It achieves this aim by supporting Egyptian craftsmen and empowering underprivileged women who have limited resources and education, by teaching them new skills and supporting them to create a sustainable income to help their families.
Reform currently produces its own fabric in-house and sells its products in several showrooms in Egypt, USA, KSA, Japan and London. Reform has also achieved recognition for its collaborations, for example with IKEA of Sweden to design the first ever African collection called Overallt curated by Design Indaba and launched in May 2019 in all IKEA stores worldwide. This follows a successful collaboration with Egyptian shoe brand ELIA, designing eco-friendly crafted slippers, boots and sandals.
Co-founders Hend Riad and Mariam Hazem say:
“Reform Studio aims to empower local communities and restoring the old craft of weaving on the loom that ancient Egyptians used to weave their clothes on.”
Reform Studio has been awarded a number of top prestigious awards in design and business for its contribution to the environment, society and community. These include RO Plastic Prize by Rossana Orlandi, Milan (2019); Okaya Africa’s 100 Women Honoree List, USA (2019); Africa Entrepreneurship Award, Morocco (2018); Quartz Africa, South Africa (2017); Cartier Women’s Initiative Award, France (2014); Silver A Design Award, Italy (2014); Salone Satellite Award, Italy (2013); Pioneer of Egypt Award, Cairo (2013); Design+Industry Gold Award, Egypt (2012).
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