Mejda Khaled: The Pioneer of Sustainable Fashion in Tunisia
Mejda Khaled, CEO and co-founder of Agaruw, is one of the 9 laureates of the "Women Entrepreneurs of Tunisia 2025" program, organized by Managers in collaboration with the EU Delegation and in partnership with the Friedrich Naumann Foundation for Freedom. Winner of the Sustainability Award and sponsored by BYD Tunisia, this artist-turned-textile engineer has founded Agaruw, a pioneering Tunisian brand in sustainable and responsible fashion.
From Art to Sustainability
Born into a family of tailors, Mejda grew up in the heart of her family's workshop, an experience that sensitized her to the problems of textile waste from a young age. This awareness led her to combine her love of art with a technical approach, studying textile engineering while creating works from recycled materials. In 2020, during the pandemic, she founded Agaruw, a brand that combines recycling, upcycling, and environmental respect. The company focuses on collaborating with local artisans, enabling nearly 500 creators from 12 regions to sell their ethical creations while valuing their know-how.
Economic Model and Innovation
Agaruw's economic model is based on authenticity and innovation. In addition to selling the brand's flagship products, the company generates revenue through commissions on partner artisans' products, training, and consulting services in sustainable development. The integration of technologies like 3D printing and laser cutting allows artisans to create innovative products, offering them a platform to test and produce new creations.
Environmental Transparency and Commitment
Mejda's vision goes beyond creating ethical products. Her commitment to environmental transparency is reflected in the tracking of carbon footprint and water consumption of products. Through a QR code system, consumers can learn about the ecological impact of each item, a pioneering initiative in Tunisia's textile industry.
Rapid Growth and International Expansion
Agaruw has experienced rapid and sustained growth, quadrupling its revenue in 2024 thanks to B2B orders. Today, the brand's products are sold in over 20 countries, and Agaruw continues to develop internationally, particularly in Belgium. The company has become an example of sustainable fashion, transforming waste into real opportunities.
A Mission for a Sustainable Future
For Mejda Khaled, Agaruw is more than just a business – it's a life mission: to make ethical fashion a global standard. Her ultimate goal is to prove that beauty, innovation, and responsibility can coexist, and to raise consumer awareness about the importance of making informed choices for a more sustainable future.
