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


December 27th, 2011

African fashion brand Chichia wins Ethical Fashion Forum Innovation Award!!

At Africa Fashion Guide we are VERY glad to hear Chichia London won an Ethical Fashion Forum Innovation Award! This fantastic African owned, designed and made label which collaborates with a factory in Tanzania to make pieces using organic African cotton has won the Pure Award to showcase at Pure London! the UKs leading trade fashion event for sourcing contemporary and directional womenswear, young creative fashion for men and women – held from August 7th – 9th at Londons Olympia and Earls Court.

For those that don’t know Chichia London is an innovative brand producing amazingly beautiful garments from local markets in Tanzania. The company owner Christine Mhando is a Tanzanian designer who studied fashion  at Kent University in the UK. Chichia London has exhibited many times including at Swahili Fashion Week. Chichia London now collaborates with a fairtrade manufacturing company producing the Chichia Made by Africa collection. The Made by Africa Shop is on Haile Selassie road, Oysterbay in Dar es Salaam, Tanzania and looks pretty good where you can buy mae By Africa own brand as well as from the Chichia Made by Africa collection.

‘Made by Africa – Launched in 2009, Made By Africa is a concept label that provides an outlet for local talent. The Made By Africa range incorporates high quality knitted garments manufactured at Kibotrade Textiles Ltd, the first Fair-trade registered textile factory in East Africa.

The brand’s design ethos focuses on manufacturing in Africa, incorporating local materials in a good working environment. The concept of looking locally is continued further by the continual donation of 1 US Dollar for every garment sold goes to supporting education for children at the SOS Children’s Village.’

London based Tanzanian designer Chichia brings her blend of signature East African printed fabrics in playful contemporary silhouettes to jersey wear for the first time. In the latest collaboration with concept jersey label Made by Africa, Chichia refreshes everyday basics with a Tanzanian twist. East African knitted organic cottons are blended with locally made traditional printed fabrics that transform and re-modernise jersey essentials.

Chichia is doing some great work and lots going on at the moment with shows and events.  Generally we just love her work and are excited to have both Chichia and Made By Africa/Kibotrade involved in our book project outcome (continue to watch this space for the launch).

The Ethical Fashion Forum is an organisation that aims to support new emerging designers and businesses particularly in the ethical fashion arena so their Innovation awards are based firstly on original, innovative, yet outstanding design, having quality product is also necessary, but most important is for  your design business to have a strong relation to social and environmental sustainability. INNOVATION 2011 has been going since 2008 and every year just seems to be getting better and better! See other 2011 winners here. Previous winners who source and / or produce in Africa included Fashion by Mia, Lalesso and Sika Designs (see previous blog entry here) so we are more than pleased that Chichi London another African producing/sourcing/owned brand have won an award too!

At Africa Fashion Guide we realised Chichia had won when we received such a lovely email from Christine

Hey Jacqueline,

Hope everything’s good with you! By the way I keep forgetting to mention to you that we actually ended up applying for the innovation award thing after I came across the link to the application on your twitter (i think someone retweeted it), so thank you for that 🙂 and keep doing what you’re doing by spreading the word!! 


Best Regards,
Christine Mhando

This is what Africa Fashion Guide is all about – showcasing the possibilities of African fashion to the global fashion and textile industry. Africa definitely can be the next fashion and textile sourcing region! Congratulations Christine Mhando and Team Chichia!


Author: Jacqueline Shaw



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