afrofashion

afrofashion is more than just another fashion label. It is primarily African designer fashion with a strong focus on sustainability. 

It was created because Mehmuna Schumann saw the need to help tailors and textile vendors in Malawi that struggled to make a living. Second-hand clothes swamp the markets of Malawi and other African countries and slowly but surely destroy the traditional clothing production, mainly family owned micro-businesses that buy, manufacture and sell locally. Even worse, with the influx of cheap second-hand items, traditional African fabrics are vanishing and with these, the cultural roots of people as well as their pride and dignity.

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afrofashion's principal goal was to revive true African fashion using African garment and textile production. This, afrofashion strives to achieve through several approaches:

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1. Through designing individual fashion items made in Africa by Africans with mainly African fabric that have been and will be shown to the world at renown fashion shows and in fashion magazines

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2. Through cooperation with African weavers and tailors in order to improve quality and viability of the production

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3. Through collaboration with other African and international designers and sponsors to organize events that focus on African fashion culture, often combined with awareness campaigns about Albinism

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4. Through promoting a sustainable fashion production using upcycling and slow-fashion, fair prices and fair wages, decent working conditions and respectful collaboration.

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afrofashion is currently working and producing in Tunisia, Mali and Malawi and participates in several initiatives that aim to build and strengthen a true African fashion industry that will support people in Africa in creating sustainable livelihoods and give them back identity and self-esteem.

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Join us on this marvelous journey, be part of a movement that promotes change and hope for a continent that has so much untapped potential.