Latifa Al Gurg, who is the founder of high-end fashion brand Twisted Roots. The brand is a first of its kind in the region as it incorporates Latifa’s Emirati and Danish roots and ensures her
Latifa Al Gurg, who is the founder of high-end fashion brand Twisted Roots. The brand is a first of its kind in the region as it incorporates Latifa’s Emirati and Danish roots and ensures her designs are cutting-edge and contemporary yet comfortable, especially for travel wear, for women who are always on the go. We’ve caught up with Latifa to pick her brain on Twisted Roots.
What made you get into fashion?
The concept of Twisted Roots was born in 2012. As an electrical engineer who had worked in construction, I found myself struggling to find suitable everyday attire especially for travel, that were coordinated, comfortable, high quality and under one roof. I would always be running around, finding tops from one place, pants from another, and then struggling to find matching scarves. From that, the idea behind a one stop shop that addressed this need came to be.
What’s is the story bend the brand’s name?
The name has complex roots. It comes from my mixed heritage (Danish and Emirati) directly, but also indicates how, as we travel, we grow different roots that twist and become part of us. We can also think of it as a pun for Twisted Routes.
What is your creative process?
I tend to be inspired by travel, architecture and the culture of different destinations. I’m also quite methodical in my process. I usually pick a destination that is inspirational to me at the moment and study it. I break the destination down to different aspects like: architecture, nature, fashion, food, culture and move from there. It’s one of my favourite parts of the job, aside from seeing the pieces come to life. You learn so much studying other cultures and it always changes you in some way.
What is the inspiration behind the collection?
The capsule collection is called “Impressions”. The first collection is inspired by both my heritages. It embodies light and movement, crossing cultures and nations, with designs rich in luxurious comfort and meticulous quality. The clean lines, soft colours and functional drapery project my Danish side; while the intricate embroidery and luxurious fabrics are very much a part of the Emirati side.
Who do you look up to?
It’s difficult to pick just one person. I believe that you learn a little something from every person that you meet. So every person is inspirational in their own way. However, if I had to pick a few, I’d pick my parents and my husband. My father taught me to appreciate architecture, form and design, as well as, to have integrity in your work. My mother taught me to always give back to your community and that it’s never too late to find and follow your dream. My husband has taught me the true meaning of support and how to roll with the punches and be more flexible. I truly believe in the phrase “No man is an island” and I believe that our growth and progress are very much a product of the people around us. So I’m truly grateful to have such remarkable people so close to me.