Founder & CEO of Twisted Roots Latifa AlGurg was born in Dubai to an Emirati father and Danish mother. She acquired a degree in Electrical and Electronic Engineering from the American University of Sharjah in 2002 and pursued a career in construction alongside her father, who is a Civil Engineer.
She took a short break in her career to raise her three children. During this time, her passion for design came to fruition after identifying a gap in the market for high-quality, everyday clothing inspired by travel. From this insight, she was inspired to study fashion further. She started her study of fashion through short courses at the London College of Fashion. Her studies led her on the path to found Twisted Roots.
Twisted Roots reflects her inspirations, which are taken from cities across the globe. Her dedication to quality and finishing drove her to start her own factory in Al Quoz, where internationally-sourced custom fabrics are utilized to create a ready-to-wear line that provides a functional wardrobe that is flexible, layered, and easy to mix and match.
Twisted Roots was picked by Irthi Contemporary Crafts Council to embark on the first group of designers to participate on the Azyame program. Latifa is also a member with the Dubai Design & Fashion Council (DDFC).
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