UFW is an Egyptian brand launched in 2010 that specializes in men's and women's casual wear and fashionable accessories. It uses high quality materials like cotton and fabrics. The brand represents youth through its designs and sells products in Egypt and worldwide. UFW uses social networks effectively as a marketing and distribution channel to its target demographics. Since launching, it has expanded production and distribution across Egypt and worldwide through online stores. It has also exhibited at various events and locations in Egypt and the Middle East and has organized and sponsored comedy and music events to promote the brand.