Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.



Fashion

August 29th, 2014

Yevu – Wax-Print Apparel, Ethically Made in Ghana – DESIGNER

hero-1

YEVU is a clothing line that is ethically made in Ghana, West Africa. YEVU, which means “white woman” in the local Ewe language, was a word that Anna Robertson heard daily as she navigated the lively and chaotic city of Accra. Anna spent 12 months living and working in the capital and was amazed at the history of traditional ‘wax’ print – the 100% cotton fabric worn on the streets in an array of riotous prints.

In a bid to connect the Australian buyer with the marketplace of West Africa, Anna partnered with a dedicated team of men and women tailors and seamstresses, operating their businesses at a grassroot level in Ghana. YEVU popped up for the first time in October 2013 in Sydney’s Surry Hills and the collection sold out within one week. 

YEVU approaches its design, sourcing and manufacturing in a way that attempts to maximise the benefits to people who they are working with in Ghana. This includes the textile manufacturers and wholesalers at various market places throughout Accra, local artisans and creatives, and the teams of small (mainly women led) seamstresses and tailors.

YEVU is also about creating a direct link between the textile and garment industry in West Africa, with (they hope) the rest of the world. Their aim is to make rare traditional prints contemporary and more accessible to a wider market.

_MG_4359

_MG_4347

Unemployment in economically disadvantaged areas of Ghana is high and a stable income for small business owners can be difficult to come by. There are also multiple challenges that come with everyday operations including constant power cuts, water shortages, the depreciation of the Ghanaian cedi and constant fuel price increases. YEVU aims to create a sustainable livelihood for those they work with through creating economic and creative opportunities. They want people who buy YEVU to know that the garments have been handmade at a grassroot level in collaboration with small business owners, and be assured that fair wages, decent working conditions and transparency around business have been key priorities in all stages of YEVU’s production. 

In the future, YEVU wants its social impact to be felt more widely. They plan to focus on sustainability by providing technical training to seamstresses, whilst also teaching other valuable business skills to those we work with in Ghana. This will ensure both consistency and quality in manufacturing, whilst supporting and nurturing the skills of Ghanaian’s involved in YEVU’s production process. 



_MG_4306

_MG_4276

_MG_4173

_MG_4084

_MG_4109

_MG_4029

_MG_3964

_MG_3876

YEVU aims to celebrate the vibrancy, colour and chaos of West African wax print by offering simple and contemporary designs to a wider market for men and women. This is achieved while supporting and sustaining local industry and small businesses in Ghana, creating economic and creative opportunities.

see more here: http://www.yevuclothing.com/







Advertisement
 
 

 
IMG_0923

Have you seen it yet? Our Fashion Africa Conference highlight video – Out now!

Have you seen it yet? Missed out on attending? Don’t worry, we got you! Fashion Africa Conference and the Fashion Africa Trade Expo – 2017 edition video is out now! Watch here: https://vimeo.com/225898558 On May 25...
by africafashionguide
3

 
 
IMG_0822

Directors Feedback – Fashion Africa Conference – An African Opportunity

I started Fashion Africa Conference with a vision in 2011 to bring the international market together to discuss the present situation in Africa’s textile industry and most importantly to go forward and do business and tra...
by africafashionguide
0

 
 
African Fashion Guide - 977 of 1191

Join our Africa “road trip” and #GOF.A.S.T WITH US! Ready, set GO!

Tempted? How does this sound? Waking up to a cup of one of the world’s best coffee producers before walking through one of several UNESCO world heritage sites and natural preserves, to the sound of church bells in one of...
by africafashionguide
1

 




0 Comments


Be the first to comment!


Leave a Reply