At Buro247 Middle East, we are committed to showcasing and celebrating the extraordinary talent in the Arab world. With our column, #BuroSpotlights, we bring you stories of pioneering artists, innovative designers, tech trailblazers, cinematic visionaries, sports stars, and more.
This week, #BuroSpotlights Egyptian designer Reem Hamed.
Reem Hamed never set out to follow a traditional route. Born and raised in Cairo, Reem blended her background in architecture with a fascination for luxury footwear, all while sticking to a non-negotiable principle: everything had to be made in Egypt. Today, her brand Ramla–which was one of the winners of the 2024 edition of Fashion Trust Arabia–stands as a testament to her commitment. Minimalist, modern, and created to empower both the women who wear the shoes and the artisans who craft them, Ramla is steeped in sustainability and ethicality.
It all began in Florence, where Reem studied Architecture and Interior Design. Surrounded by centuries of Italian craftsmanship, she discovered a deep interest in the leather footwear industry. She went on to earn a master’s degree in Luxury Business at Polimoda, also in Florence. Yet, Hamed’s heart was set on her homeland. She saw an opportunity to prove that “Made in Egypt” could match global standards, and she wanted to do it in a way that elevated local craft.
In June 2017, at just 25, she launched Ramla, which translates to “sand” in Arabic. More than a nod to Egypt’s desert landscapes, the brand name signals her focus on sustainable and homegrown design. Reem combined her architectural mindset and contemporary influences to develop shoes that feel timeless and clean but still catch the eye. Each collection introduces a new technique or material, preserving traditional Egyptian craftsmanship while pushing it forward.
Reem’s mission is to champion female artisans, tapping into a community of skilled women who often go overlooked. She trains and employs them to craft her designs. By doing so, she fosters local talent, helps keep fading crafts alive, and brings value to a market hungry for something fresh and ethically produced.
Looking at Ramla now, one sees more than just shoes. Reem’s story is woven into every stitch. She’s part of a generation reframing what it means to build a luxury brand, proving that practicality, culture, and style can all fit neatly into a single pair of shoes. Every new collection sparks another chance to showcase Egypt’s hidden gems and celebrate the people responsible for turning raw materials into wearable art.
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