Eco fashion news

ASOS Africa 2013 Collection

“Africa is beautiful. Everyone should show it in their clothes,”

Story by Kerstin Tschernigg - Source: http://www.ecofashionworld.com
Photo ©  ASOS

Photo © ASOS

While most of Africa strives for a more Western adaptation in terms of clothing, the ASOS Africa Spring/Summer 2013 collection has shown a wonderful range of African designs wearable for many different body types, age groups and fitting for a diverse range of events.

The online fashion boutique ASOS’ Africa 2013 collection takes inspiration from the East African countries of Kenya, Tanzania and Uganda. A traditional kanga cloth is worn by almost all local women either as a dress or skirt, showing a mostly religious message printed on it. But the message included in a kanga differs from person to person and was created for congratulations-purposes, life quotes or identifies the person as a religious devotee. ASOS shows its Africa collection as a mix of 90ies street style of tight crop tops with loose-fitting pants to match, sheer panel dresses and statement-making playsuits. In the collection, the traditional kanga cloth is combined with stunningly bright colors and prints and reminds of the intense African sunshine and unwavering happiness of its people.

Photo ©  ASOS

Photo © ASOS

“Africa is beautiful. Everyone should show it in their clothes,” Tanzanian dressmaker Nsamaka told Eco Fashion World. Nsamaka has worked her whole life making dresses for “wazungu” women, the Swahili word for “white people” and shares part of her income with the local community. “It does not matter who wears a kanga; you, me, my grandmother; if you know how to wear it, you can even wear it as a prom dress.”

The ASOS Africa collection is produced in collaboration with SOKO Kenya, an initiative that allows communities to pursue sustainable business ideas through local art and craftsmanship. You will be able to feel the “Made in Africa” concept in wearing ASOS Africa not only because of the African fabrics, but also because of the knowledge that your piece of clothing has helped SOKO Kenya create sustainable jobs and offer vocational training for further eco initiatives.

Photo ©  ASOS

Photo © ASOS

The collaborative venture with SOKO Kenya was set up by Joanna Maiden in 2009 to interconnect the international fashion industry with Kenya’s local communities. Her aim is to produce good quality and inexpensive clothing that both creates employment opportunities and improves social services.

The online fashion boutique has also collaborated with Wildlife Works in previous Africa collections and has used organic fabrics and coconut buttons made within the local community of the Tsavo East National Park in Kenya.

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