4 Africa Fashion Brands leading the way
Photo: Tshepo
In recent years, the fashion scene in Africa has been undergoing a remarkable transformation, capturing the attention of the global fashion industry. What sets this emerging wave apart is not just its vibrant and diverse designs but also its strong commitment to sustainability. African fashion brands are increasingly prioritizing ethical practices, environmental consciousness, and social responsibility. The shift towards sustainability in African fashion is a response to both global concerns about the environmental impact of the industry and a desire to promote ethical and inclusive business practices. Many African fashion brands are embracing eco-friendly materials, ethical production processes, and fair labour practices, creating a unique identity that resonates with conscientious consumers worldwide.
4 noteworthy African Fashion Brands
Sama Sama
Sama Sama, based in South Africa, is dedicated to sustainability, drawing inspiration from the beauty of nature and a commitment to minimizing their environmental footprint. The brand designs trans-seasonal products exclusively using natural materials, sourced locally or with low environmental impact. Opting for naturally derived fabrics over synthetics significantly reduces CO2 emissions. Sama Sama ensures its supply chain adheres to Sustainable Water Stewardship standards, addressing soil health, pesticides, greenhouse gas emissions, decent work, and gender equality.
Tshepo
TSHEPO, a South African lifestyle brand, is celebrated for its bespoke denim clothing and ready-to-wear products. The brand's choice of denim is rooted in its nostalgic character and ability to authentically convey personal stories. The three-pronged crown in the TSHEPO logo symbolizes the influence of three significant women in Tshepo's life—his mother Masesi, his grandmother Magriza, and his aunt Takalani. These women played a pivotal role in shaping Tshepo into the person he is today. The brand's heart lies in its Atelier in Victoria Yards, located on the outskirts of Johannesburg CBD, where a team of artisans creates garments with a compelling narrative. TSHEPO specializes in bespoke, ready-to-wear, and purpose-driven clothing, emphasizing a commitment to sustainability and craftsmanship. The brand's products resonate not only with South Africans but also with a global audience who appreciate the authenticity and meaningful stories embedded in each piece.
Me & B
Hailing from South Africa, Me & Be is a brand that seamlessly blends traditional African aesthetics with modern design. The brand is committed to sustainability, such as committing to the circular fashion concept: reduce, reuse, recycle, or remove. using ethically sourced materials (such as the use of deadstock) and working closely with local communities in the creation of its unique and culturally inspired fashion pieces.
Research Unit
Research Unit, a utilitarian brand, creates elevated, considered, and sustainable apparel and accessories for women, men, and kids. Founded by Erin-Lee and Chad Petersen, the brand prioritizes thoughtful design, focusing on materials, form, fit, and function with meticulous attention to detail. They initially crafted accessories in their Cape Town workshop in 2013, later expanding into elevated basic apparel in 2018. Empowering communities, particularly women, across Cape Town, Research Unit works closely with skilled individuals, creating superior quality, sustainable, and limited-run products. Believing in the value of fewer, better-made products, the brand reduces waste by producing in small batches, using every piece of fabric for packaging. Their commitment to sustainability includes observing Japanese craftsmanship traditions in their travel bags and accessories and employing innovative technology for South African-made products. Research Unit's journey began on a bedroom floor, driven by Erin-Lee and Chad's mission to learn high-level skills and produce goods of superior quality. With an innovative and resourceful approach, they not only taught themselves but also shared their skills, enabling individuals from disadvantaged backgrounds to participate in the creation process. The brand's award-winning founders, fueled by their passion for design and innovation, exemplify resilience by starting their venture with the sale of an iPhone 4 to fund their vision when traditional institutions were unresponsive.
As the world becomes increasingly conscious of the environmental and ethical implications of fashion, African brands like Sama Sama, Tshepo, Me & B, and Research Unit are at the forefront of change. The emerging fashion scene in Africa not only showcases the continent's rich cultural diversity but also highlights the importance of responsible and ethical practices in the industry. With these brands leading the way, Africa's fashion landscape is making a global impact, emphasizing the importance of a sustainable and socially responsible future for the industry.