Latifa Al Gurg was born in Dubai in 1981 to an Emirati Father and Danish Mother. From an early age, she grew up with a talented family who were heavily involved in the construction and architectural design field. This allowed Latifa to attain a great eye for detail, structure and clean lines. She then went to acquire a degree in Electrical and Electronic Engineering from the American University of Sharjah in 2002 and pursued a long career in construction alongside her father, a civil engineer himself. Her passion for design came to fruition after she identified a gap in the market for high quality, contemporary clothing for travel and decided to create her own brand, which she named Twisted Roots. The appreciation for structure and lines, which she saw in construction and architecture, she then applied into fashion where she found many similarities.

Her collections portray this through clean silhouettes, top quality fabrics and smooth layering. The name ‘Twisted Roots’ came to be through her passion for travel and realizing that although people are different in terms of culture and the environment they live in, they are all yet the same and stem from the same foundation. ‘Twisted’ identifies how different cultures and people are brought together and intertwined. Her Emirati side allowed her to bring a more conservative aspect to the brand, and her Scandinavian heritage is brought to show through the skillful use of layering in her collections, and scarves which are a year-round accessory and mark a fashion statement. Alongside design, Latifa is known to be a rising entrepreneur in the fashion industry. She operates her own factory in Al Quoz where she not only designs her own collections but also offers tailoring for other aspiring designers in the region and is generally heavily involved in providing support for the fashion industry in the UAE.