Our Story

My name is Hiba Mohamed Mohamed Ahmed Rahma, born in Khartoum. I grew up in a family where art was woven into every detail of life. I owe everything to my mother, who instilled in me a love for creativity, fabrics, fashion, attention to detail, and above all, patience.

My journey began at a young age, painting and decorating Sudanese toubs. Naturally, I sought to refine this talent by studying interior design. After graduation, I steadily climbed the career ladder, yet the higher I rose, the more I felt something was missing. In interior design, you often follow the client’s taste and specifications, but I longed for a space where I could express my own passion without limits.

In 2010, I decided to take a bold step — leaving my job to start my own fashion business. My first collections were hand-painted toubs, scarves, and jalabiyas, blending luxurious fabrics with my artistic vision.

In 2011, I had the honor of collaborating with Ratti S.p.A in Italy, where I launched my first toub collection using digital printing, with customized details and colors tailored to the standards of the Sudanese toub.

By 2015, I introduced my first brand: SaYsaban, inspired by Sudanese culture, celebrating the elegance and courage of Sudanese women.

The journey continued: in 2016, Ratti honored me by printing my name alongside theirs, after my collections reached record demand. By 2017, I expanded further, launching my second label, Hiba Rahma, in collaboration with one of Italy’s most prestigious textile companies — the official supplier to Queen Elizabeth herself.

But on April 15, 2023, when war broke out in Sudan, I lost everything — my showroom, my inventory, and over a decade of work. It was a devastating loss, but I refused to surrender.

With determination to rise again, I relocated to the United Kingdom and, together with my husband, founded United Trading–UK Ltd, rebuilding my dream on a new foundation.
Today, Hiba Rahma Design is more than a brand — it is a celebration of resilience, heritage, identity, and sustainable beauty.

Through our different lines, we express multiple visions:

 Hiba Rahma × Ratti: the gateway into a world that blends European quality with Sudanese spirit.
 SaYsaban: our signature label for women seeking variety, detail, and exclusivity.
 Hiba Rahma: fashion that embodies innovation and sustainability.
 Hiba Rahma Everyday: modest, practical, and elegant designs — crafted with the same commitment to quality, made for women who want elegance to be part of their daily lives.

Every toub — whether luxurious or everyday — is a love letter to the woman who believes in herself, takes pride in her roots, and embraces belonging to something deeper than fashion.