Brother and sister, Jamil and Alia Juma's lifelong experiences across four continents are embedded in their casually sophisticated collection including their playful and distorted signature prints which incorporate their cultural based drawings and photographs. Growing up, the duo spent a large portion of their childhood living in the Congo and Kenya where they would observe the Masai create art and trinkets to sell to tourists. In their later years, the duo lived in Kazakhstan observing how the local people would survive in huts decorated with ornate blankets embroidered with batik and mirrors. These images left cultural imprints with the Juma's, and those imprints are the basis of many of their signature prints. The JUMA collection is carried in coveted retailers such as Harvey Nichols Hong Kong, Ron Herman Los Angeles, Aishti Dubai, Calypso New York and Another Edition Tokyo. The label has been worn by Nicki Minaj, Coco Rocha, Solange Knowles, Rachel Bilson as well as Rachel McAdams