New, unsung African fashion leaders are breathing fresh air into the global fashion conversation, bringing forth significance by fostering diverse perspectives and celebrating culture within their communities.
Here is a list of diverse fashion brands from Africa, showcasing the continent's unique beauty and multifaceted experiences. This resurgence blends traditional aesthetics with contemporary narratives, redefining fashion and guiding global brands towards genuine cultural appreciation.
AJABENG, a unisex clothing brand from Ghana, was founded by Travis Obeng-Casper, a creative designer known for his self-starting nature and distinctive artistic vision.He is responsible for conceptualising, and developing original designs for every collection released. According to Obeng-Casper, this is a duty that requires conducting research, being considerate with references, and conducting in-depth market research to understand consumer preferences. Lastly, producing garments that are appealing and simultaneously marketable, such as incorporating something more representational in their products and adding a touch of theatrical finishing stitches.
This underscores the importance of pattern making in fashion, ensuring the production of compelling garments. The brand is renowned for its innovative intersection between feminine and masculine aesthetic as means of creating an experimental output, which could still be linked to the DIY culture of Accra as a vibrant city and streetwear whisperings. With a deep dedication to building a sustainable fashion ecosystem and affording to provide fair employment opportunities to the youth.
2. U Be You
The name "U Be You" of the Cape Town brand modestly expresses that we get emotional as people about fashion - it’s all about emotion. Every item created touches each and everyone of us in vastly different ways - be it through mother earth colors and pastel tones, that are a regular feature in most of the clothing pieces released with a serious connoisseur consideration for timeliness. It seems they look back as they glimpse at the contemporary moment and style the future with impactful visuals and interrelated vibes, all exuding confidence, driven by a passion for fostering connections with local communities through the power of expression.
Ulfah Davids, the founder behind this cozy brand, highlights how fashion is all about change. In her own right, she has worked for other local streetwear brands, also becoming the first creative director of another prolific brand, TWOBOP. She is inspired by her late grandmother, who was a fashion designer with a style sense out of this world, while fun and loving. With every piece, a representation of nostalgia, fun, and love is being proposed. By consciously producing slow fashion with a gender-neutral approach, targeting independent creatives and early adopters, they could easily be dubbed "Cultural Pioneers".
3. Kente Gentlemen
Kente Gentlemen was founded by Aristide Loua, originally from Gagnoa, Côte d’Ivoire. After moving to Abidjan, he spent four years in India before continuing his studies in Utah, United States.Three words can define this brand: color, culture, and poetry. This is a fashion brand from Abidjan with a mission to conquer the world by promoting ethical ways of producing clothes, firmly believing that, “fashion in Africa encompasses a multitude of traditions, cultures, textures, forms, techniques, and philosophies, all together, and so is far removed from the confines of a single story.
”Therefore, they thrive in providing a contemporary approach of being ethnically cool with garments that are sustainably crafted by local citizens who possess multitudes of indigenous traditions, like artisans, handweavers, tailors, and vendors, in support of creating opportunities for the local economic sector.
4. WAFFLENCREAM
WAFFLENCREAM, one of the first skateboarding brands in West Africa, serves as a hub for skaters and offers products for extreme sports. What makes Waf. great is its involvement beyond the fashion business, supporting creatively talented youth who express themselves in multifaceted ways. They launched VIBES, a platform showcasing local creatives, and initiated Friends and Family to bridge the gap between skate communities and the art world.
Credit must be given to Jomi Bello, the founder, for creating a community-driven brand that celebrates subcultures genuinely, bringing like-minded individuals together in a safe space. Bello once said in an interview, "what they produce is pieces that are a social commentary and a means of identity for the brand. Identity is very important. It’s the only way we can present ourselves and have value."
5. Meji Meji
The founder of Meji Meji, Tolu Oye, is a Lagos-born, New York-based entrepreneur who launched the brand in 2020 with the intention of paying tribute to African heritage, particularly her roots in Nigerian Highlife music, Fuji music, and Nollywood movies.
Through clothing designed to evoke feelings of freedom, boldness, strength, and connection to her past, Meji Meji roots itself in fusing beauty and nostalgia with innovative designs. The brand intentionally curates experiences for fashion enthusiasts, showcasing Black culture through garments constructed for liberation and boldness, aiming to share the beautiful stories of African culture through fashion and style.
Meji Meji hosts pop-up experiences known for their conquering, lit, and thriving atmosphere in cities like Lagos, New York, Paris, and this year, South Africa for the Cape Town and Johannesburg editions.
Doubling up, as implied by the word "Meji" meaning "double up" in Yoruba, is ingrained in the brand's ethos, utilising each collection release to blend education and fashion through multimedia mediums such as comics and films to engage with a wider audience.
6. BOYDE
Samkelo Boyde Xaba, a South African multidisciplinary practitioner, graduated from Tshwane University of Technology with a degree in fashion and design technology. In 2017, he launched his menswear contemporary clothing label named after himself, BOYDE, focusing on custom tailoring and premium ready-to-wear. Most pieces of the brand are influenced by more than just fashion, with clean cuts or earth tones speaking volumes in architectural terms of minimalism, showcasing how modernity can enhance quality of life.
The brand’s website affirms this with a statement emphasising its commitment to producing high-quality, sustainable fashion. Simplicity lies at the core of BOYDE's designs, reflecting a pared-down minimalism that delivers both exceptional quality and unmatched comfort. This design philosophy aligns seamlessly with the brand's dedication to timeless style and sustainable fashion.
This speaks to the visionary behind the brand, motivated by redefining fashion through functionality. The clothes offer an alternative to high-end sartorial taste for youth and young adults. The brand's identity is rooted in a profound appreciation for African historical architecture and Afrocultural heritage, artfully translated into clothing collections.
7. FLOYD AVENUES APPAREL
This culturally inclined brand creates androgynous clothing that transcends trends, with impeccably tailored pieces that prioritise comfort. Founded in 2013 by Floyd Morapedi Manotoana, who made his runway debut as the winner of SA Fashion Week Scouting Menswear in 2016.
In an interview with twyg, Manotoana discusses how Avenue reflects one's life journey, with its hardships, triumphs, love, hate, and choices directly influencing the work. Consistency is evident in his work, stemming from his days with The Smarteez, a Soweto collective that used style for identity expression, marking a creative revolution by showcasing globally relevant youth subculture and township street style on runways.
In the words of the designer behind the timeless brand Floyd Avenue Apparel, "In The Funk We Trust."
