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Championing Sustainability Through Enterprise: A Conversation with XUGA

08/07/2026

Can you tell us about XUGA and the idea behind the business?

XUGA is a student-led sustainable fashion company that transforms retired and preloved towels into unique Islandwear. The name XUGA comes from the Maltese word “xugaman”, meaning towel. Our mission is to reduce textile waste by applying the principles of a circular economy and creating one-of-a-kind garments that combine comfort, style and sustainability. Every piece is unique because no materials are ever the same which allows us to give discarded textiles a new life while promoting sustainable fashion.

What inspired you to participate in the JA Foundation Malta programme?

The JA Foundation Malta programme gave us the opportunity to turn an idea into a real business while learning valuable entrepreneurial skills. We felt very inspired by the chance to create a project which targets environmental problems while gaining hands-on experience in the business world such as marketing, finance, production and of course teamwork. It gave us a glimpse of how a real business operates while also proving that young students and entrepreneurs can create innovative solutions for real world problems.

What was the biggest challenge you faced throughout the journey, and how did you overcome it?

The biggest challenge that we faced during our journey was production. We had issues with our seamstresses throughout the process, and it ended up raising our costs much higher than they should have been, but we overcame them by finding new producers or negotiating. We also learnt how to adapt to different situations quickly, to problem solve, and we’ve shown immense improvement through our operations throughout the previous year.

Looking back, what has been the most rewarding part of the experience?

When looking back, the most rewarding part of this journey was seeing someone wear one of our XUGA pieces and knowing that we made a difference because these towels would have ended up in landfills. When looking beyond the product, we got to watch our team grow from students who came up with a simple idea to people who could pitch, manage finances, and market a clothing brand. This was something we did not see coming at the start, but the transformation felt great once we finished.

How did it feel to receive recognition and win your award?

Receiving recognition was a very proud moment for our entire team and winning awards was a very honourable experience due to the hard work and dedication we’ve invested in the company. It was particularly rewarding because it showed that sustainability and innovation can work together to form success in the business industry while also spreading awareness about sustainable fashion. Overall, this milestone motivated us to think even bigger for XUGA’s potential in the future.

What key lessons have you learned about entrepreneurship through this process?

A key lesson we learned about entrepreneurship is that it’s much more than having a good idea. In order to succeed, we required adaptability, teamwork and resilience to maintain our operations and a positive work environment. Additionally, we learnt about the importance of listening to customer feedback, solving problems quickly and managing our finances carefully to continue operating efficiently and in line with our mission.

As a sponsor of your journey, how has CPHCL’s support contributed to your experience and development?

CPHCL’s support has given us much more than just resources, it gave us credibility. Having a strong group believe in the brand that we are building helped us push through the hard times and maintain a strong standard. The guidance that they have provided us helped us think seriously about the sustainability aspect of the business and showed us important aspects of the corporate world. It was motivating to have that kind of support behind our idea.

What’s next for XUGA, and what are your future ambitions for the business?

We would like to grow XUGA far beyond Malta and create a strong name around it that states “Sustainability” across the Mediterranean. In the short term we plan to expand our product and sizing range. Long term we plan to expand into mirror markets that have a similar tourism DNA and island vibe to Malta, for example, Italy, Cyprus and Greece. Once we expand, we will rebrand ourselves into a “Boutique Fashion Brand” with larger profit margins but the main aspect we would like to maintain, and control is sustainability and we will continue to build XUGA around it.

XUGA products are available for sale on the JA Foundation marketplace, how has the response been?

We have not actually sold any products on the JA foundation marketplace. We found that we grab more attention in person and the majority of our customers come from our stand design at the events we go to. It has been a good learning experience because we now understand real customer behaviour and what draws them in, and how to communicate our brand value beyond the product.

What message would you like to share with other young people who have an idea but are hesitant to take the first step?

Don’t wait for the “perfect moment”, start with what you have and learn as you go. Every successful business starts as an idea and the hardest part, is taking action. You will make mistakes, face challenges and setbacks however, these experiences are lessons to learn from. If you believe in your idea, don’t hesitate and give it a chance.

By Samira Jamil, Communications & Relationship Manager