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Farah El Ashiry, who was nicknamed Fufa since birth, started the business at the age of 23. With a strong passion for textiles and travel, she decided to combine both and shed light on local tourism through the eyes of her own clothing line. 

Only a few weeks after her graduation from her dual diploma studying Integrated Marketing Communications and minoring in Art & Entrepreneurship at AUC and Fashion Design & Pattern Making at the Italian Fashion Academy, Farah was determined to showcase her first collection, which consisted of 42 beachwear pieces – all sewn by her and made out of materials she had taken from her grandmother. She witnessed an incredible sell-out and due to the high demand that followed, the designer had to change her career plans of working at a local prominent fashion firm and take charge of a business she still knew little about.

With dedication and hard work, El Ashiry decided to teach herself the foundations of running a fashion brand by interning in all the various fields of her own business. From pattern making to grading, cutting and sewing, hiring and managing, handling all types of financials, marketing and distribution  all the way to fabric sourcing and textile printing. Today, the designer has pursued her dream of opening a workshop with retail presence and an e-commerce platform and has established over 17 successful collections; she aims to grow more spreading the brands’ value and mission regionally and internationally.

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FUFA

Fall I'm Here Top in Black

  • Material: Viscose
  • This gorgeous bell-sleeved top is the perfect partner to your blue jeans, your mini skirt, your black jeans and basically EVERYTHING! 
$31.72

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FUFA

Golden Hour Skirt

  • Material: Suede
$32.94

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FUFA

Strappy Date Dress

  • Material: Viscose
  • Designed to be worn by fun seekers, adventure lovers and the bohemian inspired souls! This breezy cotton dress ticks all the right boxes! First off, THAT COLOR?! Secondly, the flattering silhouette leading to the flouncy hem. AND now for that belt, cut in Cairo, hand embroidered in Siwa, and assembled back in Cairo. All we can really say is YEEEESS! Plus it’s fully lined so that's another bonus among many many others!
$48.80

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FUFA

Mixed Dreams Cardigan in Olive

  • Material: Mixed
  • Our Mixed Dreams Cardigan is a sweet Fall dream consisting of a mishmash of colours and prints. The main base is made of a soft wool to keep you cozy and warm, topped with a mix of suede colors all stunning and vivid, combined with a square of a cotton patchwork design. That’s not all! The borders are hand stitched using leather thread creating a zigzag hemline and finally the cherry on top is a round wooden button giving you pocket room to store your personal good! Available in a mixture of gorgeous greens and also in a mixture of beautiful brown bricks! Sweet Dreams...
$53.07
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FUFA

Moon Valley Pants

  • Material: Suede
  • Suede Crush! These Moon Valley Pants will make you weak in the knees the second you slip into them. Trust us! Their softness and mild stretchiness will hug you all winter long! Pair with the Hana muse Top for a wonderful wonderful outfit
$35.38

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FUFA

Bella Flares Pants

  • Material: Suede
  • Get comfy and fall ready in our suede pants made in a super skinny style with a retro looking flare leg. That’s not all! It’s also got a flattering wide belt with a double faced pattern. Match it with our Hana Muse top for the perfect Fall outfit or wear it together with a knitted Sweater for a casual day out.
$35.38

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FUFA

Hana Muse Top in Black

  • Material: Suede
  • OH EM GEE! The top of our dreams is here! With textured sleeves meant for dancing, and a suede tight bodice meant for flirting, this Hana Muse Top will definitely turn heads everywhere you go! To complete the WOW outfit wear it with the Moon Valley Pants or for a chilled night out with the gals, pair it with some skinny jeans and boots and you’re good to go! Have fun! 
$31.72

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FUFA

Hana Muse Top in Brick

  • Material: Suede
  • This fall’s Muse is Suede ~ and the color brick ~ and of course anything adorable! Imagine having all that combined and extra to that cute puffy sleeves and a sexy tight bodice? Pair the Hana Muse top with the Bella Flares Pants for an incredible boho style! 
$30.50

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FUFA

Ufa Bag

  • When storing the Ufa Bag, avoid too much sun exposure and strong light, so that its color lasts longer. Please note, that the color of the straw changes with time as it is still drying out.  To clean your bag, gently wipe it with a white cloth and soapy water, then dab dry with a white towel. Be very gentle when you wipe the embroidery work as well.
  •  
  • Width 25.5 cm
  •  
  • Be very gentle when you wipe the embroidery work as well.
$41.48

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FUFA

Olive Siwa Pants

  • Hip Relaxed - XS/S: 43cm  | M/L: 45cm
  • Hip Streteched - XS/S: 54cm | M/L: 56cm 
  • Length- XS/S: 93cm | M/L: 94.5cm 
  • Linen 
  • Wash the garment alone or with a light load to prevent too much agitation.
  • Use cool or cold water settings.
  • Avoid bleach and fabric softeners which can ruin its delicate nap.
  • Remove promptly once cycle has finished.
  • Hang or lay flat to dry.
  • Handle with love & care 
  • Model is 178 & wearing size small
$35.38

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FUFA

Beige Siwa Pants

  • Hip Relaxed - XS/S: 43cm  | M/L: 45cm
  • Hip Streteched - XS/S: 54cm | M/L: 56cm 
  • Length- XS/S: 93cm | M/L: 94.5cm 
  • Linen 
  • Wash the garment alone or with a light load to prevent too much agitation.
  • Use cool or cold water settings.
  • Avoid bleach and fabric softeners which can ruin its delicate nap.
  • Remove promptly once cycle has finished.
  • Hang or lay flat to dry.
  • Handle with love & care 
  • Model is 178 & wearing size small
$37.82

Please select your size

FUFA

Magenta V Summer Dress

  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

  • Model is 170cm & wearing size small
$32.94

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