Dubai Customs launches “Project Zero” to turn counterfeit goods into useful products

A groundbreaking step toward a circular and sustainable economy in partnership with DP World Charity and Landmark Group

Dubai – 14 October 2025: In an innovative initiative reflecting Dubai Customs’ vision to enhance sustainability practices and circular economy principles in customs operations, the Department, in partnership with DP World Foundation and the Landmark Group, has launched a pioneering project titled “Project Zero”. The initiative aims to combat illegal trade in counterfeit goods by transforming them into new, reusable products within an integrated circular economy model that supports environmental sustainability and social responsibility.

This initiative is the first of its kind in the region to tackle the issue of counterfeit goods through an approach that combines intellectual property protection, waste reduction, and support for underprivileged groups, making it a benchmark for linking customs oversight with environmental and social sustainability.

As part of the initiative, Dubai Customs has assigned the Landmark Group the task of handling approximately half a million counterfeit items through a sustainable recycling system designed to achieve the principle of “Zero Waste” by extending product life through reuse rather than disposal. The initiative contributes to reducing waste, lowering carbon emissions from disposal, and simultaneously providing usable products that can meet the needs of various disadvantaged groups.

His Excellency Nasser Abdulla Al Neyadi, Vice Chairman of the Board of Directors of the DP World Foundation added:

"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."

Mansoor Al Malik, Executive Director for policies and legislation Division at Dubai Customs, said:
"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."

Rajesh Garg, CFO of Landmark Retail Group, said: "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."