Dubai Customs has launched Project Zero, a programme to convert counterfeit goods into products that can be reused, in partnership with DP World Foundation and the Landmark Group.
The programme, announced during GITEX Global, targets the transformation of half a million counterfeit items through a recycling system.
The initiative represents the first programme of its kind in the region to address counterfeit goods through a model that combines intellectual property protection, waste reduction, and support for groups in need.
Dubai Customs introduces region’s first circular economy programme for counterfeit goods
Under the programme, Dubai Customs has assigned the Landmark Group to process the counterfeit items through a recycling system designed to achieve zero waste by extending product life through reuse rather than disposal.
The initiative aims to reduce waste and lower carbon emissions from disposal, while providing products that can meet the needs of groups at a disadvantage.
“Project Zero represents a pioneering model of collaboration between the public and private sectors toward a sustainable economy. Through our partnership with Dubai Customs and the Landmark Group, we reaffirm our commitment to fostering innovation in addressing environmental and social challenges, turning unusable goods into valuable resources that benefit both society and the environment. This initiative embodies our vision at DP World Foundation that sustainability is not a choice, but a comprehensive approach toward a more responsible and balanced future,” Nasser Abdulla Al Neyadi, Vice Chairman of the Board of Directors of the DP World Foundation said in a statement.
Dubai Customs links oversight with environmental and social objectives
“The initiative, launched during GITEX Global, aligns with the objectives of the sustainability strategy, which places circular economy principles, waste reduction, resource optimization, and combating counterfeit goods at its core. Through this project, Dubai Customs demonstrates that the scope of customs work goes beyond oversight and protection against counterfeit and smuggled products — it now actively contributes to achieving environmental, social, and economic objectives,” Mansoor Al Malik, Executive Director for policies and legislation Division at Dubai Customs added.
“Project Zero represents a truly unique global partnership, bringing together Dubai Customs, DP World Charity, and Landmark Group to transform half a million confiscated clothing items into 200,000 new and sustainable products. These were items that would otherwise have been destroyed or sent to landfills. Through the recycling and remanufacturing process at our textile recycling facilities, Project Zero demonstrates the potential to achieve sustainability and a circular economy on a large scale,” Rajesh Garg, CFO of Landmark Retail Group explained.
The programme operates within an integrated circular economy model that supports sustainability and social responsibility. Dubai Customs positions the initiative as a benchmark for linking customs oversight with sustainability objectives.
The transformation process involves converting confiscated clothing items into 200,000 products through recycling and remanufacturing at textile recycling facilities operated by the Landmark Group. The programme aims to prevent items from being destroyed or sent to landfills.
Project Zero forms part of Dubai Customs’ sustainability strategy, which focuses on circular economy principles, waste reduction, resource optimisation, and combating counterfeit goods.
The initiative extends customs operations beyond oversight and protection to include contributions towards environmental, social, and economic objectives.
The partnership between Dubai Customs, DP World Foundation, and the Landmark Group demonstrates collaboration between the public and private sectors on sustainability objectives in the region.
