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 inspired from the land known for its colossal history & vast culture now popular as  “Om Al-Donia” (Mother of the World)...Egypt! 


From pottery to bedouin embroideries, basketry and buttons made from palm seeds - the inspirations are endless and for that the pieces we make for you carry a story of a destination, a local or a tradition worth embracing & sharing. 

We’re wanderers, and we’ll be with you wherever you go…

Whether you’re tenting out in the deserts of Fayoum, dancing barefoot into 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.


Much love,


Farah El Ashiry ~ aka FUFA


“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’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 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.”