Africa – the future hub for sustainable premium fashion?
Helen Jennings means that the continent has an unrivaled opportunity to be the international hub for sustainable premium fashion, redefining the meaning of luxury by merging it with ethically sound production.
On our minds is Africa’s slow but secure integration into the international fashion industry and we enjoyed the recent article by Helen Jennings in Business of Fashion discussing the continent’s potential future positioning on the market. With Africa’s strong tradition artisan craft, Jennings means that the continent has an unrivaled opportunity to be the international hub for sustainable premium fashion, redefining the meaning of luxury by merging it with ethically sound production. By learning from the issues surrounding fast fashion production in Asia, Africa can lead the way within the luxury segment sporting a greater appreciation for small-scale craft. We hope to see an increasing number of exciting luxury brands (such as Maki Oh, pictured) coming out of the continent.
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