W E L C O M E T O O U R W O R L D
In the midst of an island, found in the land of desert, lies a teeny tiny white workshop, where a young girl at the age of 23 decided to make a 40-piece beach wear collection out of her grandma’s yearlong collected fabrics. She knew little about garments and production at the time, but her persistence and faith kept her going. Prints were infused; colors were harmonized; stitches were made and the dream finally came true..
In the summer of 2014, FUFA was born.
Designing for a community that shares a lust for travel, beautiful music, art and freedom! Our pieces are made to make every girl feel special, liberated and beautiful.
We’re wanderers, and we’ll be with you wherever you go…
Whether you’re tenting out in the deserts of Fayoum, dancing barefoot in to the tunes of a music festival or simply soaking up the serenity of Castle Zaman. We believe clothes embody memories, and we’d like to create them for you. In every shape and form.
In all the colors your heart desires. Explore and uncover; sing and dance; paint and laugh … Enjoy every minute life has to offer!
And if you’re doing just that wearing anything made by us, feeling free, happy and confident, then we’ll be satisfied that our clothes have played their part.
Farah El Ashiry ~ aka FUFA
Fufa's creative exploration started early on at the age of 10, when she reused old clothes to make new stylish pieces to wear.
When she got older, she sought her dream and studied Marketing at the American University in Cairo (AUC) taking all her classes in the morning just so she could rush to the Italian Fashion Academy in the afternoon, in which she got a diploma in Fashion Design and Pattern Making.
But her dual studies didn't keep her from starting an oriental Egyptian brand during her first year at AUC. She named it 'BENT AL-BALAD' (meaning a local girl), and made oriental cushions and bedouin inspired skirts selling them in markets.
She then tapped into glamorous evening wear by customizing dresses, and later on (still in her college years) she decided to start her own fancy wear line 'Petite Bourgeoisie.' But with one month before the launch, her grandmother inspired her to do the opposite, and revealed to her what can only be described as a cupboard of mesmerizing prints.
Fufa's loving grandparents were a big inspiration during her childhood and till today. It was her grandmother's collection of Asian fabrics that she created her first beachwear collection with. And It is her grandfather's love for Egypt that motivated the destination-inspired collections. He would always tell her that "Egypt is filled with culture and crafts, that are yet to be discovered or might have been already discovered and died out."
With that, Fufa began her journey..
“My vision is to show Egypt’s diverse culture, to aid the people living in it, and give our customers a piece that is made with value and passion, produced from sustainable resources and made for
the purpose of change”
- FUFA, Founder & Designer.
How the Magic Happens
~ from idea to creation ~
It all starts with a trip to one of Egypt's wonderful destinations. Every year, we dedicate our collections to the culture, the people and the history of that place in hopes of promoting tourism, encouraging economy and emopowering women and their rich crafts.
First we begin with the research phase. This involves traveling to the selected destination living with the locals, eating their food, celebrating their traditions and learning their culture.
From that we are able to create a reference book indicating what colors they resemble, what symbols make their identity, what kind of crafts they are skilled at and what the architecture is like.
Moving on with the research gathered we create a matching color palette, sketch patterns and symbols from what we see, illustrate them into beautiful digital designs and finally print them on locally sourced & sustainable Egyptian fabrics.
Afterwards, the fabrics are distributed to our local partner factories, from which beautiful bohemian-inspired garments are made ethically and proudly.
In addition, partial production is distributed on elderly female artisans from the selected destination encouraging them to share their skill & get compensated. This way we ensure that the skill -whether embroidery, weaving or looming- is preserved and that these women have an independent income doing what they know best...plus we get beautiful & unique pieces to share with our customer.
Finally, a photoshoot is held at the selected destination showing the beauty of the landscape and all it has to offer. Our pieces are the distributed to shops & online, orders are placed and as a result our customers get culture rich pieces made with absolute passion!
Head of Production
نعمة بدأت معايا في نوفمبر٢٠١٤ . كنت أنا نزلت
أول موسم وبدأت اشتغل في موسم الشتاء
من ساعة ما اشتغلنا مع بعض، نعمة
!أظهرت نتائج عظيمة
تعلمت بسرعة وكان دائما لها طريقتها الخاصة
.لإنتاج القطعة في وقت قليل وبشكل ممتاز
'professional' دائماً تقولي على القطعة دي
أما علاقتنا فهي عمرها ما كنت 'بروفشنل' ! بنتعامل ذي منكون أصحاب من زمان
جنونها بيجنني وبيضحكني بس الحقيقة إني مش
❥ عرفة كنت هعمل إيه منغيرها
Farah El Ashiry (Fufa)
Founder & Designer
Khaled El Sinbawy
The very first time I met Khaled was was also the first time I tasted the most incredible pancakes EVER!!
Never would I have thought that he'd be the one guiding me into the E-commerce World! He's been more than helpful and great to work with and always answered ALL my IT concerns with pleasure! (They were A Lot)