Off the back of Ghana Fashion and Design Week, we thought we’d make the next stop on our World View tour, ASOS Africa. Inspired by East African prints, all collections since the brand’s inception in 2010 have been produced in Africa. A favourite with celebs, even Michelle Obama has been spotted wearing ASOS Africa – twice!
ASOS Africa, part of online fashion emporium ASOS.com, manufactures entirely in Africa, helping growth and empowerment, and encouraging artisans and community groups as well as larger producers across the continent.
The most recent collections have been produced in collaboration with SOKO, a company based in a rural Kenyan community north of Mombasa. SOKO was founded in 2009 by Joanna Maiden. She left the UK to bridge the gap between the international fashion industry and local communities, enabling impoverished communities to produce beautiful clothes and be provided with fair employment. SOKO is committed to sustainable fashion and all profits are invested in SOKO and local community projects, training even more local craftsmen, offering more jobs and changing lives. Since spring/summer 2011 ASOS have donated £5 from every item sold from ASOS Africa and matched funding through the ASOS Foundation to raise £30,000 for a new factory to be built in East Africa in conjunction with SOKO.
Make sure you snap up the last of the ASOS Africa Spring/Summer ’13 collection, all made with hand woven fabric produced exclusively for the collection in Mombasa, Kenya. The chartreuse-and-monochrome designs are just fabulous. Our favourite pieces are the printed jacket – great over a simple t-shirt – and the printed blouse with contrast panels – perfect with jeans.
Look out for ASOS Africa’s new line it hits the shops this week!