Our Story


We are a sisterly duo. We grew up in Ames, a small all-American town in Iowa, literally in the middle of nowhere. Our life was pretty basic and we enjoyed a simple upbringing.

A bit later in life, we were back to the motherland of big ol' Cairo, Egypt. We were welcomed with new sentiments. We experienced what it's like to laugh till you can't breathe. We experienced what it's like to have friends and family stick by you through thick and thin. Egypt has definitely been warm.

In both countries, we can definitely say that in the West and the Middle East, the mainstream fashion industry just didn't cater to us or to the values we held. It didn't cater to the type of women we wanted to be in this world.

The messages we were getting as younger girls encouraged and diverted us to focus on the importance of being sexy in public. There was nothing telling you to make the best use of your lifetime, to make a difference in somebody's life, to beautify your mind as you do with your outer appearance.

Hence, Pepla was born! 

Pepla is a voice, before it is a clothing brand. It's a voice that advocates for real impact. It's a voice that loudly says attractive minds are far sexier than attractive bodies. 

Pepla is for purposeful intelligent women across the globe, of all shapes, colors, and sizes. It is for those who want to make the absolute best use of their lifetime on Earth. 

We're happy to say that we have joined the international chain of Debenhams as one of their official brands. This milestone is a reassuring step to point us in the right direction of reshaping the narrative on what it means to be beautiful.

So here's to the sexy minds. Here's to the compassionate. Here's to those making an impact. Here's to all the women who live purposefully. We proudly serve you with love. 

- Dina and Farah El-Mosalami