On the agricultural outskirts of Marrakech rests a sewing cooperative of 25 women called Cooperative Tifaout. Despite the women's agricultural origins and distance from the closest city of Marrakech, they are able to create designs and materials more vibrant than what can be found in the heart of Marrakech's colorful souq. While Cooperative Tifaout has been a mainstay of many recent craft fairs in Morocco, they in fact were only established in 2009 by Latifa, the cooperative's president. Latifa's goal in starting the cooperative was in order to help increase the livelihood of the women in Ait Ourir. Today, the cooperative reinvests 50% of each sale into the cooperative into operating costs and product development and the remaining 50% is divided amongst all the women in the cooperative.