Family & Lifestyle

From designing machines to designing clothes..Latifa AlGurg has come a long way.

Latifa AlGurg, the founder of Twisted Roots, began her career in the highly technical field of electrical engineering where she developed analytical and problem solving skills but had no outlet for her creativity. She found this outlet through creating collections that are inspired by travel that are a new take on contemporary classics.

Born to a Danish Mother and an Emirati Father, Latifa was deeply inspired by the different cities and styles across the globe. Twisted Roots is a contemporary womenswear label inspired by travel. Tucked away in Al Quoz, Dubai, the studio acts as the brands production house and showroom space, whereby all their pieces are handmade by a talented team of pattern cutters and seamstresses.  Salaam Life spoke to Latifa about her dreams, aspirations and what inspires her.
 1.    How and when did you decide to move to designing? 

Design has always been a part of my life. I grew up appreciating architecture and form. The move to fashion came quite organically stemming from my own experience. I found it difficult finding clothes that spoke true to my voice when travelling and were practical and versatile.

   2. Was it easy or did you face resistance from family and peers?

I don’t think delving into a new venture is ever easy, but thankfully I always had the support of my friends and family.


3. Did you always want to be a designer or did you find your calling later? Was there a particular incident that triggered it?

It grew organically from identifying a gap in the market. It started out as trying to provide something that wasn’t catered to, but as I studied fashion and the industry more I’ve more and more passionate about every part of fashion.


4. How easy/difficult it has been for you to be a woman entrepreneur in a "man's world". Do you feel UAE as a society has grown and is offering more opportunities for women entrepreneurs?

The UAE is a fantastic place to be as a woman entrepreneur. The opportunities are boundless in this growing country, and although things might not already be in place. This gives everyone a chance to break barriers and delve into new ventures.


5. Where do you see herself in two-three years from now? 

We’re looking to expand the brands market both within the GCC and internationally.


6. Are you happy with your decision to quit engineering and follow your heart?

Engineering is such a huge part of my life. It teaches you how to think methodically. I don’t see it as quitting engineering. It’s just that instead of electrical engineering, I’m now engineering collections.

salaam life is a one of the best plate form where you can find best article for health and beauty, cookbook recipes, recipes cooking, parenting techniques and many more.


Don’t forget to check out Twisted Roots at:


And also check the Twisted Roots AW17 collection in our Fashion section.

if you are looking for best online Magazine for latest fashion trends for women than most welcome salaam life is one of the best online magazine in Dubai and India. Here you can find best article for latest fashion trends for women, cookbook recipes, recipes cooking, easy cooking recipes, motivational stories, Expert advice, latest fashion trends, health and beauty tips, makeup tips, yoga & meditation and so many article

related image gallery

Get parenting advice in Dubai and India

You need not worry about that your child is not listening but be cautious about that your child is watching you. A child never follows the instructions from us but always child repeats or imitate the actions we do in front of her/him. The child never follows the word but actions. Destroy the evil in others or your child by eliminating it from yourself. Follow us! For best parenting techniques in Dubai.

Back to article
View All
Salaamlife Gallery

ABOUT THE AUTHOR Salaam Life Correspondent

Salaam Life

related articles

+Show Comment+

leave your comment

Your email address will not be published. Required fields are marked *

Your Name *

Email *


makeup tips

We are a bunch of muddle heads, who want to change the world one “salute” at a time! We want people to say Salaam to themselves, say Salaam to their weaknesses, say Salaam to their fears, say Salaam to all the negative suggestions and thoughts around them and say Salaam to their life!
Read More