Innovation

The idea behind Kiswa UAE started because of a growing problem that many people don’t notice: large amounts of used clothes being thrown into landfills. These were not just old or ruined clothes. Many were still in good condition but treated as trash. For the team at Kiswa, this wasn’t just a waste of fabric. It was a missed chance to help people, care for the environment, and change how people think.

Kiswa created a smart, simple, and easy-to-grow way to recycle clothes. Instead of asking people to go and drop off their clothes, Kiswa made recycling come to people’s homes. Using WhatsApp and Instagram, people can quickly and easily book free pickups. After picking up the clothes, the Kiswa team sorts them by quality. The best clothes are sent to thrift shops or sold by vendors, while damaged items are turned into new things like cushions, carpets, or stuffing. To thank people, Kiswa gives money or discount coupons, which makes recycling feel rewarding. Abdelrahman Nadim Darrag, the PR Manager at Kiswa, explained the process: “It’s not really donation. It’s contribution to the community. We recycle, we repurpose, and we reward. We try to use every last piece of fabric as much as we can.” This new way is not just about clothes. It’s about building a culture of care and responsibility. The team didn’t only want to reduce waste. They wanted to change how people think about fashion, giving, and the environment.

With this mission in mind, the Kiswa team made partnerships with big brands like SHEIN. These companies want to be more responsible, and Kiswa helps them by taking care of clothes that are returned by customers. Normally, returned clothes can’t be sold again. But with Kiswa’s help, these items are cleaned and given to people who need them instead of being thrown away. In the words of Abdelrahman: “We wanted to promote sustainability and make it easy for people to give their clothes a second chance in life.” What started as a way to fight clothing waste has become a bigger movement. One that shows how doing good for the planet can also be simple, fun, and helpful for everyone. Kiswa’s idea is not just about saving clothes. It’s about changing how we live and think and helping others do the same.

A Kiswa UAE staff member collecting used clothes from a community member to be reused, donated, or repurposed.

Inspiration

The story of Kiswa UAE began with a powerful observation: clothes were being treated as garbage, even when they could still be useful. Walking past donation bins or waste areas, the team behind Kiswa noticed how often good clothes were tossed aside without a second thought. This everyday waste sparked a bigger question: what if there was a better way to handle unwanted clothing?

The idea didn’t come from a business plan or a meeting room. It came from seeing a problem in daily life and wanting to fix it. The growing mountains of textile waste across the UAE showed that something needed to change. The team believed everyone should have the chance to help the planet, not just big companies or governments. They wanted to give individuals the tools and motivation to do something good, starting with the clothes they no longer needed. The mission was clear from the start: make it easy, make it worth it, and make it meaningful. In the interview, Abdelrahman explained: “The idea itself was sparked by used clothes being thrown away and not wanted anymore. We wanted to turn this waste into a way that’s more effective and more helpful for the community as well.” Instead of copying what already existed, Kiswa built something unique. They didn’t want to ask people for charity. They wanted to invite them into a movement, one where giving back came with rewards, community involvement, and a strong sense of shared purpose.

Another challenge was that changing people’s habits wasn’t easy. The team realized that to make a real difference, they had to change how people think about clothing waste, not just how they act. So the team combined their passion for sustainability with creative solutions to make that change possible. As he shared: “The biggest challenge we had was changing people’s mindsets. We tried to overcome this through awareness, through campaigns, through strong partnerships.” What began as a concern over wasted clothing turned into something far greater, a chance to reshape how people see waste, and to build a business that could inspire change not only in homes but across communities and countries.

Overall impact

Kiswa UAE’s work has created real change on many levels. The business, the community, and the environment have all experienced the positive effects of this innovation. For the business, Kiswa’s approach has helped build strong partnerships, attract customers, and create a reliable source of income. By offering people rewards for their contributions and working with major brands like SHEIN, the company has found a smart way to grow while protecting the planet. As shared in the interview, “We give money rewards... and when we repurpose the clothes to other vendors, that’s where the margin of profit we make.” This shows how Kiswa’s model not only helps the environment but also supports long-term business success.

For society, the impact is both practical and powerful. Kiswa has helped raise awareness about better habits, inspired schools and companies to get involved, and created jobs in sorting, logistics, and education. The team noticed that people are becoming more active and informed about recycling. “A lot of communities, schools, companies, and even individuals now... become more engaged, more willing to recycle,” said Abdelrahman Nadim Darrag. On the environmental side, the results are clear and measurable. As Abdelrahman Darrag explained in the interview, “We have collected so far over 220,000 tons of clothes. And that saved a lot of water, a lot of CO2 emissions from burning these clothes and trying to like get rid of these kind of textile waste. So, that's like a really big step.” Even damaged items are put to use, transformed into cushions, carpets, or stuffing. “We try to use every last piece of fabric,” Darrag shared, explaining their goal to reduce waste at every stage.

In the short term, Kiswa’s reward system and easy pickup service encouraged quick public involvement. In the long term, the company has helped change how people think. Today, more families, schools, and workplaces choose to recycle their clothes instead of throwing them away. These impacts are supported by real numbers and strong community support. Kiswa UAE proves that a business can grow while making a difference, showing others that success can come from doing good.

Business benefit

Kiswa UAE has established a company that demonstrates sustainability is indeed a contributor to long-term growth. Through collaborations with suppliers and global brands, Kiswa has generated several streams of income through partnerships for recycling and retail.These activities create value from items that would otherwise be wasted, showing that environmental goals and financial goals can align.The model is aligned with SDG 8: Decent Work and Economic Growth since it provides substantial jobs while enabling the company to grow responsibly. Kiswa’s system is not only affordable but also scalable, allowing it to grow responsibly while expanding to serve more communities across the UAE and GCC.

Social and environmental benefit

The impact of Kiswa's actions goes far beyond commerce. By promoting responsible consumption and production, it directly supports SDG 12. Through changing the way people think about what happens to things once you're done with them, and by incentivizing reuse of resources with simple, practical solutions, Kiswa makes going green accessible for citizens. On an environmental level, Kiswa supports SDG 13 by decreasing pollution and emissions associated with textile disposal. Through jobs created in sortation, logistics, and education, Kiswa also supports SDG 8. By linking everyday actions back into global goals, Kiswa supports an enlightened, engaged, and green society.

Kiswa UAE is more than a company. It is a testament that meaningful change usually starts with a single question and a big thought. By making it simple for people to recycle clothing and paying them for doing so, Kiswa created a model that serves the economy, defends the planet, and makes stronger communities. Its success demonstrates that sustainability is about more than preventing harm, it’s about creating lasting value for all. With a mission, innovative approaches, and powerful partnerships, Kiswa is demonstrating that extending the life of clothing can also provide individuals and the planet with a better future. This is a story for future entrepreneurs who desire to create companies that actually change lives.

Interview

Abdelrahman Nadim Darrag, PR Manager