Dubai Customs Launches “Project Zero” to Transform Counterfeit Goods into Sustainable Products

Dubai Customs, in collaboration with DP World Foundation and the Landmark Group, has introduced "Project Zero," an innovative initiative aimed at combating counterfeit goods by converting them into reusable products. This groundbreaking project aligns with Dubai’s commitment to sustainability and circular economy principles, showcasing a strategic blending of customs enforcement, environmental responsibility, and social impact.

Pioneering Circular Economy Approach

“Project Zero” is the first initiative of its kind in the region that addresses illegal trade in counterfeit items through:

• Intellectual Property Protection: Strengthening measures against counterfeit products.
• Waste Reduction: Avoiding landfill disposal by recycling and repurposing goods.
• Social Responsibility: Providing usable products to underprivileged communities.

Landmark Group has been entrusted with recycling nearly half a million counterfeit items, primarily clothing, transforming them into approximately 200,000 new, sustainable products through specialized textile recycling facilities.

Environmental and Social Benefits

By extending the lifecycle of seized counterfeit goods, the project:

• Reduces waste generation and landfill dependency.
• Lowers carbon emissions related to product disposal.
• Supplies affordable, useful products to disadvantaged groups.

This initiative sets a benchmark for integrating customs operations with environmental sustainability and social welfare priorities.

Strategic Partnerships Driving Sustainability

Key stakeholders highlighted the collaboration’s significance:

• Nasser Abdulla Al Neyadi, Vice Chairman of DP World Foundation: Emphasized the project’s role in transforming unusable goods into valuable resources surpassing environmental and social challenges.

• Mansoor Al Malik, Executive Director, Dubai Customs: Stressed that the initiative complements Dubai Customs’ sustainability strategy by promoting circular economy practices alongside anti-counterfeit efforts.

• Rajesh Garg, CFO of Landmark Retail Group: Underlined the project’s unique global partnership and its potential to scale sustainable practices by repurposing confiscated clothing instead of destruction or landfill disposal.

Context: Launch at GITEX Global 2025

The launch coincided with GITEX Global, reinforcing Dubai’s leadership in sustainable innovation through public-private collaborations that advance economic, environmental, and societal goals.

Dubai Customs’ “Project Zero” exemplifies a forward-thinking model for managing counterfeit goods sustainably, positioning Dubai as a regional leader in circular economy initiatives and responsible customs governance.

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