Fouta Harissa: Weaving Tunisian Tradition into the Brazilian Lifestyle

São Paulo, Brazil – Fouta Harissa, a company founded by two women with Tunisian and American roots, is reintroducing the traditional Tunisian fouta to the Brazilian market. Originally used in hammams (Arab or Turkish baths), the fouta is a versatile textile gaining popularity as a beach wrap, scarf, skirt, towel, or decorative piece.

The Founders’ Story

Alia Mahmoud and Lamia Hatira, the co-founders of Fouta Harissa, share a deep connection to their Tunisian heritage. Both women grew up with a foot in both Tunisia and the United States – Mahmoud in New York City with summers spent in Mahdia, Tunisia, and Hatira born and raised in Tunis with time in Seattle. Their paths converged in Tunis in 2011, bonding over a shared belief in social entrepreneurship, a love for Tunisian textiles, and a vision to support Tunisian artisans.

Mahmoud and Hatira officially launched Fouta Harissa in 2018, driven by a desire to preserve traditional weaving practices and create sustainable economic opportunities in Tunisia. They design from studios in São Paulo, Brazil, bringing a modern aesthetic to the ancient craft. Fouta Harissa is committed to sustainability and high-quality craftsmanship.

What is a Fouta?

The fouta is a traditional Tunisian textile, typically measuring two by one meter. Its original purpose was for leverage in the hammam, but its versatility has made it a popular item for a variety of uses. It can be used as a sarong, scarf, skirt, towel, blanket, or even home décor.

A Commitment to Tunisian Artisans

Fouta Harissa partners with three artisans in Tunisia – one specializing in 100% cotton foutas, another in linen, and a third in silk scarves. The founders emphasize the importance of supporting these artisans, who are often undervalued despite their skill and the cultural significance of their work. They aim to combat the decline in artisan opportunities in Tunisia by investing in handmade textiles and fair labor practices.

Challenges and Re-launch in Brazil

The company initially launched in Brazil in 2018, but temporarily closed in 2020 due to the COVID-19 pandemic and economic challenges, including a significant increase in the dollar exchange rate. However, Fouta Harissa re-launched in Brazil in November of last year, demonstrating their commitment to the Brazilian market.

Availability and Future Plans

Currently, Fouta Harissa products are available for purchase through the company’s website, at the Noda Cozinha store in São Paulo, and at select events. The company is actively rebuilding its distribution network, which previously included partnerships with hotels. Hatira envisions the fouta becoming a staple in Brazilian beach culture, similar to its popularity in Europe, particularly in France, Italy, and Spain.

Looking ahead, Fouta Harissa plans to expand its product offerings to include other traditional Tunisian products, such as harissa – the spicy chili paste that inspired the company’s name. They have also joined the Arab-Brazilian Chamber of Commerce to facilitate this expansion.

The Founders’ Backgrounds

Alia Mahmoud holds a BA in International Development Studies from George Washington University and a Master of Science in International Private Sector Development from New York University. Lamia Hatira has a BA in Communication Studies and Spanish from Seattle University and a Master of Science in Strategic Leadership for Sustainability from the Blekinge Institute of Technology.