What was initially a graduation project has blossomed into something truly beautiful, and Reform Studio co-founders, Mariam Hazem and Hend Riad, have continued to push their passion project to new heights. In 2011, Egypt was in the midst of many social and political changes and these recent graduates wanted to be a positive catalyst. The play on words, with “Reform” is a nod to the many ‘re’s” that make up the brand; Mariam and Hend describe the brand as “…a re-creation of an existing idea, a redevelopment of objects, a reusing of materials, a reviving of cultures, and a reforming of our world.”
Social entrepreneurship is at the heart of Reform Studio’s business model, with a focus on the environment and the artisans of Egypt. The award-winning studio produces a wide range of textiles, furniture, and fashion pieces. What is the most impressive is that each of Reform Studios’ products is made from Plastex, a thread made from plastic bags. Yes, the plastic bags that are lugged from grocery stores and shopping centers that inevitably end up in landfills and littered around city streets are used to create beautiful and functional pieces.
Now, Reform Studio’s newest collection, cheekily named The Rebel Collection, is here to remind us that even amidst a pandemic there will be a better tomorrow as long as we care for one another and the environment. The sustainable business model that Reform Studio has created will hopefully encourage other brands to follow suit because it has been abundantly clear that serious changes need to be made for our planet to heal from the generations of air, water and land damage. The ultra-hip collection was inspired by the changes in the world and the glimmer of hope that is always present in Reform’s work. Describing the Rebel Collection, the founders said, “As usual, every piece is a statement in itself, it has its own one-of-a-kind social and environmental impact. We were very careful while designing this collection to hang the impact on the bag in the form of a label, to make each bag express herself, her own identity. We believe that in 2020 we should be talking about climate change loudly. It should be part of our daily lifestyle.”
