Dubai Customs has launched Project Zero, a first-of-its-kind initiative in the region that transforms confiscated counterfeit goods into reusable products, linking IP enforcement with environmental and social sustainability.

Developed in partnership with the DP World Foundation and Landmark Group, the project applies circular economy principles by recycling nearly 500,000 counterfeit items into around 200,000 new products. The initiative reduces waste and carbon emissions while supporting underprivileged communities, shifting the narrative from destruction to regeneration.

Announced during the annual GITEX Global event, Project Zero forms part of Dubai Customs’ broader sustainability strategy focused on waste reduction, resource efficiency, and social responsibility alongside IP protection.

By converting seized counterfeits into sustainable materials, Project Zero establishes a new precedent for responsible enforcement, where protecting intellectual property also means protecting the planet.